We worked closely with the client team in the development of the adidasStellaSport brand and social strategy, with the overall ambition of empowering StellaSport girls to take creative ownership of the collection and make it theirs.
After establishing a clear and validated strategy, we began to ideate and execute against the strategy. The activation began with the creation of a suite of global digital content in the style and, on the platforms, our Gen Z target are playing.
We also launched an initiative to work with a series of culturally relevant influencers over the coming year, each of which are commissioned to express their point of view through the creative medium of their choice.
A comprehensive social toolkit and calendar of assets was supplied to adidas Stella McCartney and the various local markets across the world. It covered off the key stages of the drop with teaser, pre-launch content to build hype and post launch content to generate conversation.
The first of our influencer commissions was a printed Zine created in collaboration with Lotte Andersen – the creator of Maxilla, a West London sub culture zine.
The scrapbook style paper interviews empowered creative women and explores how they interpret and use the adidas StellaSport range. The final pages of the Zine were produced live by Lotte in a pop-up studio during the adidas StellaSport Topshop event and featured the performing artist, Charli XCX.
We took over the Oxford Street Topshop digital window for the 5 days leading up to the adidas StellaSport event. By merging the bold, energetic campaign art direction with a lo-fi glitch gif treatment that is on trend with our youthful target, we created a daily changing video that generate a hype around the upcoming drop and event.
Amplifying the Hype
A social toolkit with the required assets was supplied to TopShop to use on their owned channels. It allowed them to build more pre-event hype whilst activating a bespoke competition that gave their fans a chance to attend the event as VIPs. These toolkits where also supplied to other key stockists (Urban Outfitters and JD Sports) with competition and assets tailored to their requirements.
On the Night
The Topshop Oxford Street event space was decked out to recreate the vibrant urban playground and culturally relevant performers were selected. The event-goers explored the collection and used branded cards to share what being an #ActionGirl means to them across their social channels. The event featured a live performance from Charli XCX, a DJ set from Iris Gold and House Suarez took to the stage to vogue.
Super Fast Social
We also setup a popup Clubhouse Studio backstage at the event to run an Instagram Takeover. Our team shot, processed and published content live at the event in such a way that the adidasWomen Instagram account was dominated by adidas StellaSport. Celebrating the launch on the ground with the Action Girls.
Research shows that sharing the same space for even just a few minutes a day with kind and friendly strangers makes us more optimistic, improves our self-esteem and makes us feel safer. It’s proven to deepen our connection with our surroundings, and generally helps us enjoy life that little bit more. When we give to others or act cooperatively, the reward centres of our own brain light up in acknowledgement. But strangers aren’t always inclined to be friendly to each other, and researchers now believe our shared spaces are becoming less friendly over time; particularly in built-up communities.
Professor Dacher Keltner, Social Psychologist at The University of California, Berkeley, uses a simple technique called the ‘Jen Ratio’ as a way of gauging the social well-being of any shared environment. It compares the total positive interactions between strangers against the total negative interactions, for a given period of time, in a given place. The higher the ratio the better the social well-being of the space, and the happier you’re likely to feel after spending time in it.
The Jen Ratio is a simple but powerful way to predict whether a particular place will contribute to our happiness positively in the long term, but so far research has been limited to small localised spaces and groups. Interestingly, a lot of existing Happiness reports draw from surveys and studies that ask participants to comment on their personal and surrounding happiness directly. Being based in observational behaviours, the Jen Ratio removes the potential bias in results of participants being overly generous or cynical – bringing a new authenticity to the results. It is truly representative of how people are naturally behaving.
In the first social experiment of it’s kind, we took the Jen Ratio for a test drive in a large-scale city-wide social study, brought to life in an immersive interactive experience. The Happy Forecast is a web-based interactive Map of London that ranks each parent postcode by the positivity of the communities that inhabit them.
Standard considerations for Londoners when looking for areas to live are usually fairly black and white; average house prices, local amenities, travel links and resale values etc. These are all high-priority concerns when settling on a location, but what these don’t tell you is how happy you’re likely to be within your chosen community during the time you live there. With a population of 8million+ and one of the largest metropolitan environments in the world, getting an indication of which areas of London are best to live in for social well-being and long-term Happiness is an important insight. Are the millionaires in Bishop’s Avenue likely to be better neighbours to each other than cheaper areas? Does Brixton’s community spirit reputation ring true?
After hand collecting the dataset across all 119 post codes, our overarching goals are to raise awareness, and encourage Londoners to increase their positive interactions with strangers. Representative of how people are naturally behaving.
The study and the data collected is only half the story. The Happy Forecast is a unique angle that converts the raw data into something fun and meaningful. The experience brings the Jen Ratio to life using a familiar visual – the weather forecast. Coupled with an Art Direction that focuses on an origami visual aesthetic with beautifully crafted 3D assets, the experience is a lot of fun to use whilst communicating real science.
“In my many years of being in this game of happiness, this is some of the most innovative work I’ve ever encountered.”
• Over 600,000 page views with no paid media support
• Average dwell time for each visit over 3 minutes
• 38 pieces of tier 1 organic coverage generated, including the BBC, ITV, Evening Standard, Huffington Post, Campaign, Daily Mirror and Timeout.
• 3 minute ‘And Finally’ feature on ITV National News at 6pm, 7pm and 10pm
Dishoom were preparing to open their third site in King’s Cross. We were welcomed into the fold and asked to overhaul their digital presence.
The ambition was to recreate Dishoom’s “world” – “an innocent, big-hearted, slightly barmy, sepia-tinted, charmed kind of place”, in which they welcome anyone and everyone with warmth, transporting them to a more romantic time and place by curating and sharing their love for Bombay’s food and culture.
This “world” has four principles at its core. Seva, selfless service to others. Nostalgia, paying affectionate homage to the Bombay of the first half of the last century. Honesty, being true to who and what Dishoom is; no nonsense. And Barmy-ness, delighting in playful and eccentric quirks.
This vision of Dishoom’s “world” and these core principles provided a solid foundation and constant reference point for us, helping them to create an online experience that is (almost!) as rich and rewarding as visiting one of the cafés themselves.
This approach was carried through the entire process in the creation of a new class of CMS-driven restaurant websites. One that subtly shares the romantic story of Dishoom whilst, in the spirit of Seva, quickly provides visitors with the information they are seeking.
As an extension of the Superstar range adidas Originals released Supercolor. The trainers are available in 50 vibrant colours created in collaboration with Pharrell Williams, so fans can express their personality through their choice of colour.
In conjunction with adidas Originals, Clubhouse created, managed and fulfilled a global Instagram campaign across 6 local markets, that gave fans the chance to win a pair of Supercolors. The competition asked fans to share an image of them wearing their Superstars and tell us which Supercolor shade they would like as a comment.
As the submissions from the adidas Originals fans came in, our reactive Design Team retouched their chosen colour onto their image before sending it back as a surprise DM.
To get the word out, we reached out to the Supercolor network of global influencers and supplied them with retouched images of their chosen colour. On launch day, they then pumped out the content on their IG accounts asking their followers to enter the competition.
The competition ran for 3 days across 6 markets. A short sprint but it yielded some impressive results.
4.36% Follower Engagement
Total number of interactions divided by followers
+127,000 IG Followers
38.7% increase when compared to typical weeks
Over 130k per day for the campaign period (3 days)
1,779 Pieces of UGC
With over 50% of those being competition entries