adidas adiZones

Posted on October 29th, 2008 by admin in London | Comments Off

Project Areas: BRANDING // GRAPHIC DESIGN // WEB-DESIGN // VEHICLE WRAP DESIGN // PRINT DESIGN // MOTION GRAPHICS // LIVE VISUALS // VJ SET // EDITING

Objectives:
• Launch the adidas adiZone concept in an exciting and credible manner
• Create awareness in and around the adi-Zone areas that conveys the existence of the zones and encourages the use of the zones
• Encourage sport participation in London’s youth audience

To increase the participation of the local community in sporting activities, adidas has created adiZones. After the success of the original Slam Van campaign to deliver a bigger, more penetrative project to let everyone know their whereabouts and that they are there, free to use, 24 hours a day, 7 days a week, 365 days a year. 5 Mercedes Benz ML jeeps were customised, the vehicles included a unique body wrap featuring adidas sponsored Olympic stars, a 5000 watt sound system and a custom made slam dunking hoop. A tour was then organised to promote the adiZones and increase awareness of the facilities within the local communities.

Basketball was used as the main hook due to its appeal with an urban audience and Kano as the leading musical act due to his strong ties to the adidas brand.

The Vans
5 Mercedes Benz ML 320s
Unique Body wrap
Fusion Base speakers and box
Custom made basketball hoop
The Vans

adiVan Tour
The adiVans visited schools, shopping centres, youth clubs, sports centres, festivals, concerts and clubs encouraging the general public to participate in shooting hoops and dunking. Participating members of the public got the chance to win tickets to Kano’s exclusive adidas/adiZone sponsored launch event on the 31st or the possibility of winning 3 stripe goodies.

The Event

Kano’s 140 Grime St. Album Launch supported by adidas adiZones @ the IndigO2 Tuesday 30th Sept 2008 Kano performs live with special guests: Wiley, Skepta, Ghetto, Tynchy Stryder, The Thirst, JME, The Peridot Dancers, Shortee Blitz, Manne Norte and Neon Hitch The event had 2600 attendees.

Projections
For maximum impact it was decided to use large scale projections on the backdrop of the stage. The the visuals were mixed live on the night by a team of VJ’s. The goal was to use a mixture of motion graphics and live footage to draw viewers in to the adizone’s project in a number of ways:

• Presenting them with aspirational imagery of skilled sportsman
• Showing video footage of the adiVans tour and the adiZones in use
• Informing them as to where they can find their nearest adizone
• Using existing adidas motivational wording

adidas adiZones concert at 02 arena

Posted on October 2nd, 2008 by alexdonne in London, VJ | No Comments »

This event was truly amazing, the night made me realise how honoured i was to be involved with the project and how much of the previous months hard work had payed off. I was working behind the scenes VJ all night which made it an even better experience, will get clips of the VJ set online soon. Here are some phots from the night….