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Run DMC & A-Trak Collide for Adidas

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Sid Lee & Stinkdigital create interactive culture clash

Run DMC & A-Trak Collide for Adidas

Two music icons go head to head in the ultimate culture clash when hip-hop legends Run DMC collide with superstar DJ A-Trak in the FW13 Adidas Originals campaign, 'Unite All Originals'. Sid Lee and Stinkdigital have joined forces to bring the interactive, musical collaboration to life.

Sparks will fly as the true masters of collision Run DMC take on the prince of clubs A-Trak in the studio to create a new contemporary anthem that will unite all originals. Right from the start, Run DMC have constantly collided with cultures, inspiring others at every turn. The rap pioneers were the first to unite hip-hop with rock and fashion with music. Now they’re at it again in a new-school tussle with the hottest Mixmaster on the planet.

And in the greatest collision of all, fans across the world can unite with Run DMC in an interactive film that brings the legends to life.

Set in New York, Run DMC will be the players in a music video that can be controlled by fans. Using voice commands and adding visual effects, fans will be able to influence the video and trigger special effects and animations.


Check out the interactive video here:


Advertiser: adidas Original
Global Marketing Director: Alexander Matt
Client Lead: Florian Reichelsdorfer
Agency: Sid Lee
ECD: Kris Manchester
CD: Jean Francois Dumais
Art Director: Ruben Beddeleem
Copywriter: Joe Hagel
Designer: Francoise Cournoyer, Antonin Brault Guilleaume
Strategy Director: Simon Wassef
Digital Strategy: Stephane Missier
Director of Digital Production: Darden Longenecker
Producer: Caroline Panneton, Sophie Carle
Account Manager: Markus Gerdemann 
Group Account Director: John Wilson
Production (Jimmy Lee)
Head of Production: Claudia Roy
Exec. Producer: Josh Reynolds
Producer: Melanie La Rue
Art-buying director: Vahid Tizhouch
Print Producer: Vahid Tizhouch
Business Affairs: Paul Fitz Gerald
Digital Production Partner:
Production Management: Jimmy Lee
Production House: Stink
Director: Alex Courtes
Post Production: Machine Molle
Sound Mix: Boogie
Sound Design: A-Trak

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