adidas
Blending reality and fantasy for adidas’ 2024 Back to School launch.
EXPERIENTIAL / RETAIL / DIGITAL / ACTIVATION
THE CHALLENGE
“Create a retail campaign so engaging that it makes kids leave their parents’ sides and run into explore our store.”
That was the one-liner brief for activating adidas’ upcoming 2024 Back to School campaign, showcasing a range of products from both the performance and Originals categories to help get kids in the MENA region prepped and ready for their return to the new school year.
THE BIG IDEA
A Playground of Possibilities
An experiential dreamscape that heroes the wild imaginations of our younger generation - fantastical and surreal twists on everyday school items and environments that get our young shoppers pumped, excited and inspired for their upcoming school year!
THE SOLUTION
A transformation of the retail space that crafted over-sized, fantastical and whimsical environments and installations borne from iconic tenets of the school experience - from the playground to the classroom to the sports court.
Shoppers were also invited to personalise their purchases with a range of “adi-emojis” and custom dreamscape iconography, ensuring their back to school fits were on point and a true showcase of their own individual styles and creative flair.
DIGITAL ACTIVATION
To further incentivise purchase, a digital game was created -”Pack to School”, that tasked our young shoppers with controlling a fantastical flying adidas backpack, navigating it across an adi-dreamscape in hopes of collecting enough points to score a discount voucher that could be redeemed through e-comm and select digital channels.
