

0
earned impressions in the first 48 hours
0
video views
0
event attendees
Challenge
The Adidas NMD shoe line was designed for the Urban Nomad—creators who are always on the go, empowered and inspired by urban environments.
For the launch of the 3rd generation, Adidas needed a digital campaign that would match the speed of this target’s transient lifestyle.
Forever Developing is an integrated campaign taking place exclusively on Instagram, marrying film photography techniques with a mobile mindset.
Solution
In a docu-style content series, Firstborn followed two film photographers as they curated a collection of the tools they use to create—centered around a pair of NMDs. Each photographer’s narrative was broken into 5 chapters, released on Instagram Stories. A simple swipe up lead users to an interactive editorial that took them deeper into the narrative, the creative tools and the art of film photography.
To close out each story, Firstborn encouraged people to take a photo inside a custom 360° Google Street View experience and upload it to their own accounts for a chance to win our photographer’s collections.
To bookend the digital experience Firstborn invited fans to move from behind the lens to inside of it with installations of the world’s oldest camera: the Camera Obscura. The functional camera developed unique photos from the event and doubled as an event space to showcase the influencers’ collections.
Result
Firstborn created a mobile-first campaign that increased awareness for the NMD launch and drove engagement with Adidas’ core audience resulting in over 10MM earned impressions in the first 48 hours, 7.1M video views and over 2,000 event attendees.
The shoe sold out in its first two weeks and the campaign was so successful that Adidas asked Firstborn to extend the creative from the original B2C audience to their B2B audience of retail partners.
Firstborn created two additional docu-series featuring new micro-influencers from Chicago and NYC, catered specifically for Champs and its social channels to promote the NMD launch in-store.
“Dear, I adopted a clownfish.” ORIS Clownfish Online Adop...
ORIS the Swiss watch brand dedicating to conserve marine life and save the ocean, aims to grab local Taiwanese’s attention on marine conservation through online clownfish adoption, taking real a...
ORIS 《Dear, I adopted a clownfish》
Swiss watch brand ORIS has been dedicating to save the ocean, taking real actions to raise public awareness on marine conservation through online clownfish adoption.
KFC Fried Chicken Bib
Taiwan KFC delivered the crispiest fried chicken ever, filled with crispy crumbs, that every bite resulted in…falling crumbs. Aside from watching helplessly as these delicious crumbs drop on the...
Yahoo TV Metaverse Co-Creation Lab
Traditional film production involves planning, shooting and post production, which is often time-consuming and a waste of manpower. Yahoo TV's "Virtual Production" is more time efficient, easier...
HeySong Zoo Battles
IoT Smart vending machines become an edutainment retail for children and parents.
Shopee: Within 14 Days! 88 Father’s Day Gift Packages for...
By collaborating with 88 merchants and provided 88 gift packs, Shopee successfully wins Taiwanese dads’ hearts on Father’s Day, increasing sales and traffics while facilitated Taiwan families’ r...
CTBC Our ordinary home
To celebrate the brand spirit of "We Are Family", the brand film re-enacted the 50s in Taiwan as its core to mobilize media, news outlets, and community KOL to generate attention and recognition...
Carrefour Metapudu NFT: Let's do Pudu the web3 way!
Pudu In the Metaverse, NFT are the offerings. Carrefour monetized the two major traffic boosters, Metaverse and NFT, in Ghost Month 2022.
Pizza Hut HOT TAIWAN WAY Music Video
Cooperate with local popular rap group to produce the HOT TAIWAN WAY Music . Also film the music video to express the spirit of Pizza Hut brand.
Watsons Taiwan How can an AI Tool Help Watsons to Show Up...
This year, consumers are already familiar with the daily consumer necessities scramble from the fear of lockdown causing the retail advantage to disappear, which also makes it challenging to opt...
ADLINK How to help Low Brand Awareness Technology B2B Fir...
How to use keyword search to help ADLINK, the second largest industrial computer industry in Taiwan, to break the previous model of developing potential customers through physical exhibitions, e...
VOLVO's branded entertainment campaign
The very first branded entertainment creation for client Volvo, drove success for both external customers and internal sales consultants, not only car functions are clearly told even when peopl...
Yahoo Dare to Market
We liken the chaos after the vanish of Cookie to the four marketing demons to warn marketers.
Running Adwear
Let 5 million runners in Taiwan become mobile digital new media by putting on Running AdWear
Juming Museum Art Festival L(a)unch Box
An inedible lunch box creates over 7 million media value!
Amway Nutrilite Traceability Journey
We create a mobile game to experience the whole product traceability journey in a fun way.
NISSAN ALL NEW SENTRA Pre-Launch
Tapping onto social memes and re-arranged Taiwan pop song, Carat Taiwan CBS team collaborated with NISSAN to generate strong awareness and sustain consumer interest before official product relea...
Sinyi Realty In Love We Trust Series
"In Love We Trust" let 30 million audiences experience the trust crisis from "Doubting marriage" to "having children", follow the protagonists through major stages of life and regain trust.
Watsons Taiwan Councilman Jia’s Event Book
We have made consumers more easily understood and impressed by homophony.
(Councilman Jia=one more dollar)
Fubon Life See from the other side
Looking with your heart, there will be no countryside in Taiwan! Through the "flip" gesture, the stereotype of the rural areas is turned into the beauty of the local.