Brief

Bridge the real world with the online world through product. Garner media buzz and attention through innovation.

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Solution

Create the brand’s first global augmented reality experience, make it even more innovative by having both the augmented tool (actual products) and the online experience (the web game) be 3D. By putting the augmented reality code onto a product we achieved significant media attention from a variety of publications, including CNN Money, TBS Japan, Bloomberg, Wired and Trendhunter.

By working with the product develop team and leading technologists, we placed an augmented reality symbol on 3D objects (adidas Originals sneakers & jackets) that when read by the webcam, introduces a complete 3D game experience. The game experience setting was made by photography taken while on the film set then in animation turned into a 3D world – fully complementing the overarching brand campaign in market and tying it closer to product – where your product is the “controller” to play.

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Phases

Product development consultancy, strategy, concepting, IA, design & copy, prototyping, content capture, translations, digital front end production, augmented reality technology back end build.

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Deliverables

AR designs for product, global 3D Augmented Reality online game experience in 32 languages, Facebook connect integration.

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Awards

SHORTLIST (2010, Cannes Lions)
PRIX (2011, CRÉA – “Promotional Websites”)
PRIX (2010, Boomerang – “Promotional”)
GOLD (2010, DMA – “On The Edge”)
GOLD (2010, DMA – “Craft: Animation”)
S.O.T.D (2010, FWA award)

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Press

https://creativity-online.com/news/why-hold-back/143069
https://www.wired.com/gadgetlab/2009/12/adidas-sneaker-augmented-reality/
https://money.cnn.com/galleries/2010/news/1002/gallery.new_retail_innovations/index.html
https://www.adweek.com/news/technology/augmented-adidas-101597
https://hypebeast.com/2010/01/adidas-originals-augmented-reality-pack/
https://www.trendhunter.com/trends/adidas-originals-ar-game-pack
http://www.adverblog.com/archives/004140.htm
https://www.freshnessmag.com/2010/02/16/adidas-originals-augmented-reality-experience-dj-enuff-test-run-video/

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