Adidas asked us how to build a creative tribe. But you can't ask people to join a tribe if they don't know what it stands for.

That was the real brief.

So we took a step back. We needed to make people understand why something was worth belonging to. Before asking them to join it.

The execution was simple. Use every touchpoint we could think of to tell the stoires of the Originals who wore Adidas Originals. From dramatic OOH that told the story of Run DMC recording 'My Adidas', to limited edition products celebrating iconic moments, say something like the greatest rock performance of all time. Freddie Mercury at Live Aid. 1985. The list went on and on.

The idea had to feel at home in traditional media, social, in-store, events. Anywhere and everywhere.

Did we win? We didn't lose. They kept calling us back. Five times. It never saw the light of day. Pity. It was great.

Below is a flavour of the work.