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