We are Henrik Leichsenring and Sofia Gillström, a creative team from Sweden. We're currently having a blast with the fine people at , Sydney.





Digital


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15.mars.2011


ADIDAS
IS ALL IN



In 2011 adidas united their brand like never before, bringing street, sport and style together into one expression of the brand.

Featuring celebrities from all walks of life in a global campaign of epic proportions, the largest in their 60 plus year history. The all in campaign propelled adidas to the number one sports brand over Nike for the first time in 20 years and grew adidas' facebook following to a combined 30 million fans. Adidas went from a declining brand, struggling to support two distinct divisions, to a unified (and profitable) brand in just under 2 years.



ADIDAS IS ALL IN / ABOUT THE CAMPAIGN




ADIDAS IS ALL IN / EXTENDED TV SPOT





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ADIDAS IS ALL IN - DIGITAL
Hosted on YouTube, users can explore the breath and depth of the campaign using an intuitive music and footage navigator. Mixing hours of footage together, it creates a unique customized viewing experience tailored to the user's tastes. This was accomplished by creating a tagging architecture that allows the footage to be pared down by keyword, so that it can be viewed as a whole, or only by soccer or basketball content. To complement the video experience, key indie tracks were selected to serve as the music to this world. To allow users to dive deeper into the content, users can roll over the videos to see the name of the artist whose music is playing, as well as information on how to buy the track.




Created at SID LEE
CD ATL: Kristian Manchester
CD Digital: Adam Bracegirdle
ACD ATL: Dominic Prevost, Evan Brown & Jean-Francois Dumais
Digital Art Directors: Henrik Leichsenring, Sofia Gillström & Mari Bergström
Digital Strategy: Alex Pasini & Jared Folkmann

Production: Jimmy Lee
Director: Romain Gavras
Digital Co-prod Co.: Tool of North America
Interactive Experience Director: Jason Zada
Digital Co-Prod. Co.: Lunch, Toronto
Development: Domani Studios