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All In For #mygirls

Creative 672 Add to collection

adidas women’s brings girls together with new brand direction

All In For #mygirls

 

adidas proudly introduces all in for #mygirls, an inspirational new cross category brand direction designed to celebrate the special bonds between girls and how they inspire one other to go all in.
 
This campaign explores a new dimension of ALL IN, the biggest marketing campaign in the company’s history launched in 2011. The support, encouragement and competitive edge that girls give each other help them to unlock their full potential both in and out of the sporting arena. They really do go all in with - and for - their girls.
 
View the films below:
 
Brazil:
 
 
Nigeria:
 
 
UK:
 
 
Jordan:
 
 
all in for #my girls uses social media to identify these groups of girls around the world, offering a platform for like-minded girls to connect to each other to share their love of sport and motivate one other.to achieve their goals.
 
The central hub is a digital zine on www.adidas.com/mygirls fuelled by Twitter and Instagram. In addition to reading stories about other girls and their passions, fans of all in for #mygirls will also be able to engage with the brand about news, products, style trends, and other things girls want to talk about. adidas will also provide access to its female athlete partners, celebrities, stylists and trend setters to further inspire girls with unique and exciting conversations
 
With each issue of the #mygirls zine, adidas will shine the spotlight on new groups of girls, new product stories, and new ways to get involved in community events and activations. 
 
The campaign will launch globally on March 8th to coincide with International Women’s Day. Supported by Retail, PR and online activations, an all in for #mygirls television commercial is set to air in Russia, Korea and China, with further markets rolling out the advertising in staggered waves thereafter.
 
Credits
 
Client:
VP, Brand Marketing: Nicole Vollebregt
Creative Director, Announcement: Alasdhair Willis Director, Brand Marketing: Christy Kilmartin Senior Communication Manager: Eva Bauer Production Manager: Samantha Cox
 
Agency:
Chief Creative Officer: John Norman
Global Group Creative Director: Brent Anderson 
Creative Director: Linda Knight
Art Director: Hillary Coe
Copywriters: Linda Knight and Richard Beesening 
Executive Producer: Mila Davis
Assistant Producer: Micah Kawaguchi-Ailetcher 
Managing Director: Nick Drake
Global Account Director: Caroline Britt
Account Supervisor: Catherine Fishback
Group Planning Director: Scott MacMaster 
Planner: Rebecca Harris
Jr. Planner: Katie Acosta
Director of Business Affairs: Linda Daubson 
Senior Business Affairs Manager: Lisa Lipman
 
Outside Vendors
Production Company: Park Pictures 
Director: Seb Edwards
Executive Producer: Justin Pollock 
Producer: Michaela Johnson
DP: Lol Crawley
 
Editorial Company: Rock, Paper, Scissors 
Executive Producer: Carol Lynn Weaver 
Editor: Angus Wall
Assistant Editor: Austyn Daines
 
Visual FX: Fell VFX
Executive Producer: Rachel Koch 
VFX Artist: Russell Fell
 
Sound Mix: Play
Executive Producer: Lauren Stone 
Mixer: John Bolen
 
Sound Design Company: Squeak E. Clean Sound Designer: Andres Velasquez Producers: Jack Caitlin and Chris Smith
view more - Creative
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Park Pictures US, Thu, 14 Mar 2013 14:02:08 GMT