The adidas Women audience sits at the intersection of sport and culture – strong, independent women whose passions span well-beyond sport. To achieve any significant cut-through as a brand, any comms need to be authentic, considered and meaningful.
Over the last 3 years, adidas Women and Clubhouse have worked to champion female creativity from all walks of life. By collaborating with those already making a difference in their communities, we’ve nurtured a hyper-engaged community of women in their millions; establishing adidas Women as a brand that stands firmly for co-creation and creativity.
Having successfully grown and cultivated an audience on Instagram, the adidas Women Youtube relaunch became an important strategic platform for the brand to have a presence. When it came to those killing it on Youtube, individual creators were leaving the big brands in their wake. They uploaded content more frequently, they were more reactive, more on point and more relatable.
The challenge for us was to create a channel that operated beyond a simple brand destination; and instead become an authority at the cross-section of sports and cultural fitness.
Working with Youtube’s brand team and with a focus on creating content that matters, our strategic approach was rooted in the search and viewing habits of our target audience. From looking at the data both regionally and Globally, two creative territories presented themselves as clear areas of focus. Episodic lifestyle content performed well for repeat traffic and longer viewing sessions, while training-based workout content was an overwhelmingly high driver in search spikes within the broader sports-lifestyle category.
From the patterns of their browsing, it was clear that the audience were subscribing and returning to watch content that tackled wider lifestyle issues beyond simply sport; instead focusing on more broad cultural topics that mattered to them. However, when it came to training the Youtube search bar was her go-to, with loyalty to any one content provider lower in priority over getting her fix.
Meet The Creators is a documentary short series celebrating women shaping culture and changing the game in their cities. With filming spread across five global cities throughout the year, this episodic series is true to the brand’s DNA; championing female grass-roots creativity both in front of, and behind the camera.
Each mini-series focuses on women who are paving the way in Fitness, Mindfulness, Nutrition and Culture, speaking to the audience’s passion points and standing as a powerful manifesto of what it means to be a true creator. From London to Los Angeles, New York, Tokyo and Berlin, each installment is completely unique to the city and the women that inhabit it.
Watch Meet the Creators
With YouTube being the number one social platform for workout content, we needed to define a strategy and style that would let adidas Women stand out while adding a unique point of difference.
Following our key city approach, adidas Women workouts are a series of full-length at-home workouts and easy to follow how tos, brought to life by trainers from around the Globe.
Directly influenced by market insights and regional search trends, the series covers everything from yoga and HIIT to primal movement and strength training. By harnessing the power of a global community of female athletes, we’re getting women to train hard, work out and have fun together, while also becoming stronger through diverse and unique workout content.
Watch adidas Women Workouts
The channel re-launched at the end of 2017, and has already delivered on our ambition for beautiful content that champions female empowerment and meets their workout needs. From inspiring stories to unique training plans, a large-majority female 18-35 audience have already amassed years of viewing across mobile, desktop and digital TV.
Using Youtube’s insights to inform content ideas has proved to be effective. With meet the creators commanding an amazing 52% view-through-rate and channel subscriptions more than doubling since launch – the community is engaged and brand affinity is high.
Viewers have also shown appreciation of adidas’ commitment to creating content that matters to them by driving to adidas.com to shop in their thousands. As a result, adidas have gained an additional traffic source of well-qualified leads that don’t feel like they’ve been sold to, but instead shop because they share the same values and interests.
“YouTube enables us to connect with our audience from a hyper-local to Global level,
providing the opportunity to build an engaged community connected through meaningful storytelling which is at the heart of the adidas brand.
More importantly, YouTube has allowed us to amplify the stories of the women and communities who inspire us to be her true partner in sport. To be able to truly co-create with our audience is of such great value to our Women’s business and we hope to continue to nurture this growing community.”
Heather Turnbull – Senior Social Manager, adidas Global
– 52% content VTR, vs 18% BM
– 82% of VFA audience reached
– 5x channel subscription increase
– 6.8 million impressions
– 10 years + of watch time in it’s first 3 months post-launch
‘I’ve lived in London for 86½ years’ was published by Hoxton Mini Press in 2014, where it quickly became a local cult classic. The first photography book to be published by the company documented the 3 year friendship between it’s founder and photographer Martin Usborne, and Joseph Markovitch, an East London pensioner who’d lived in the area for his whole life, and who’d seen the city transform around him.
Joseph sadly passed away in 2013, and on the year that he would’ve turned 90 years old, Hoxton Mini Press recognised an opportunity to celebrate the relationship he and Martin shared, and pay homage to the man behind the imaginative words and quirky portraits that had captured the hearts of so many.
“An element of my own loneliness exists in the photos of Joseph. A good photographic portrait always captures two people: the subject & the person taking the picture.”
– Martin Usborne
We set out to create an experience that captured the purity and authenticity of the original book; brought to life in a new and immersive way that would allow Joseph’s story to reach a much wider audience.
As a natural successor to the heartbreakingly beautiful photography book, 86½ years follows a unique dual narrative; inviting you to step into the world that Joseph & Martin both shared, by experiencing it through both of their eyes.
Each chapter is split into two parts, and navigated intuitively with eye-tracking technology quietly working in the background to enhance the narrative. The simple closing of the eyes is all that’s needed to step fully into the world of Joe’s imagination. Once closed and with the distractions of life removed, Joe begins to share this thoughts and feelings from an eclectic mix of topics ranging from money, to relationships and the Universe.
As Joe finishes, the opening of your eyes reveals the original still photograph Martin took to accompany joe’s words; brought to life for the first time through moving image, alongside the photographer’s memories of the day and the time they spent together.
As a final enhancement to accompany the words and photography, foley recordings were captured at each of the locations where the original photographs were taken, completing a full-sensory digital experience that honours the authenticity and spirit of the original journal.
Every single element of the experience was designed, written, built, recorded, shot and composed in East London, where Joseph was born, raised and lived his whole life. As an East London studio alongside Hoxton Mini Press, it was important that the project honoured the authenticity of the original story, and Joseph’s clear love for the area and the people within it.
The dual-narrative offered a perspective the original book couldn’t provide. Martin’s notes offer a human insight into the character of Joseph, the moments he shared with him, and how it impacted both of their lives, until Joseph sadly passed away.
From concept through to release the project took Clubhouse 11 weeks to complete, but it’s a story that’s been 90 years in the making…
“A remarkable, full-sensory digital experience”
The new adidas by Stella McCartney FW17 collection is inspired by the contrasting environments of city life and the wild outdoors. The designs exemplify that in their nature-inspired prints, their detailing and the different technologies used to ensure that those wearing them are ready for anything.
Clubhouse were tasked with launching the collection and it’s key looks, during a private launch event to key media and influencers within the fashion world.
In the spirit of the collection’s ability to adapt to the wearer’s environment and training pattern, we created an interactive experience that goes beyond a simple product presentation. VR headsets fully immerse the viewer at the heart of a 360° performance; bringing the story and the collection’s versatility to life in a truly unique way.
Viewers were placed at the centre of two parallel worlds in which the new collection excels; One, a rooftop overlooking the busy urban cityscape below – the other, a rural terrain where nature takes centre stage. The contrasting city and nature locations reflected the versatility of the collection, as well as the different ways the versatile female athlete can wear the clothes.
Within each world, female athletes including Japanese influencers Yuka Mannami and Chiharu Okunugi were positioned around the viewer performing their own continuous movements inspired by training. By interacting with the provided remote, each viewer can create a film experience that’s completely unique to them; controlling what they see and when within a dual-environment that surrounds them 360°.
The interactive film is was showcased using the Google’s DayDream VR headset and their latest Pixel handset.
Over 600 guests from media and the fashion world experienced the VR collection launch from their own perspective at the Tokyo event.
“With the new FW17 collection, every design has been considered so women can be creative and thrive whatever their environment, their workout, or what the weather is like. With this playful virtual reality experience we’ve not only communicate this, but it’s done so in such a fun and innovative way”
– Stella McCartney
Sharing the same space for just a few minutes a day with kind and friendly strangers has been shown to make us more optimistic, improve our self-esteem, and feel safer within our environment.
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 and areas like London.
Considerations for Londoners when looking for areas to live are fairly black and white. Average house prices, proximity to amenities, travel links and resale values 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, we wanted to give Londoners’ an indication as to which areas of their city are best to live in for social wellbeing and long-term happiness. Would the millionaires on Bishop’s Avenue in Hampstead be better neighbours than the house-sharers of Hackney? Did Brixton’s community reputation ring true for those regularly moving through it’s public spaces?
We approached Professor Dacher Keltner; Social Psychologist at The University of California, Berkeley (and ‘Emotions Consultant’ for Pixar’s film tackling social wellbeing, ‘Inside Out’). He uses a technique called the ‘Jen Ratio’ as a way of gauging the social wellbeing of any shared environment. 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. It’s a simple yet powerful way to predict whether a particular space will contribute to your overall happiness in the long term.
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 webGL-powered interactive map of London that ranks each parent postcode by the positivity of the communities that inhabit them, after 700 hours of community observation throughout all 119 borough postcodes.
The site brings ‘raw’ scientific data of the Jen Ratio to life using a familiar visual for Londoners – the weather forecast. Happier postcodes feature sunny and bright 3D models such as fruit trees, flowers and clear blue skies, whilst the less happy areas use lighting clouds, sparse trees and dark skies.
People engaged. Over 600,000 page views with no paid media support were registered from visitors interacting with the site, on average, for well over 3 minutes each.
Within the press, a total of 38 pieces of coverage were earned during launch week alone. The site featured, along with a 3 minute interview, on the ITV National News at 6pm, 7pm and 10pm. In addition to numerous awards, we received high quality coverage on outlets including BBC, ITV online, City A.M, The Huffington Post, The Evening Standard, Shortlist, The Mirror and TimeOut.
Finally, and perhaps most importantly, the project did spark the positivity and awareness we wanted. Social wellbeing along with how we behave towards our fellow Londoners were both well and truly part of active conversations, and for the areas that received poor forecasts, Londoners rallied, with spin-off campaigns of positivity being generated organically.
“In my many years of being in this game of happiness, this is some of the most innovative work I’ve encountered.”
Dishoom were preparing to open their third site in King’s Cross, when 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; 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.
Bringing a taste of Bombay to the everyday.
A functional and editorially lead website that transports visitors to Dishoom’s nostalgic vision of Bombay in the 1930s – 1960s. An experience that honours Dishoom’s Dharma; selflessness, honesty and eccentricity.
Each page of the website has been crafted like a piece of print design – the only authentic reference point for the 1930-60’s Bombay design aesthetic. The bespoke responsive framework optimises to the viewers browser and device to best showcase the crafted content and design aesthetic. This allowed us to achieve our internal ambition, that ’every page could be framed and hung on the wall’
The site’s aesthetic and smooth navigation led to numerous positive press and awards for the brand. In addition to this, and in the spirit of the Bombay term ‘Seva’ – the act of selfless service – the site helped visitors not only discover a taste of Bombay, but also improved efficiency for those wanting to book a table. Since the new design went live the brand saw 106% increase in repeat visitors, a 50% uplift in dwell time, and perhaps most impressively, a 1000% increase in successful bookings originating from the site.