Client: adidas Australia
By: VICE Australia
VICE Australia was briefed to help adidas Originals connect with young leading-edge music lovers and build the brand’s music credentials.
‘Celebrate Originality’ was the central brand thought, and activity needed to reflect adidas Originals’ core values of authenticity, creativity and individuality.
Whilst so many youth brands clamor to sponsor music festivals, we decided to develop a web site that lets people create their very own music festival and then promote it to the friends.
This viral hook lead to 12,810 creating a festival and a total of 5,207 posters being produced.