Skip to main content
dentsu Logo

Global (English)

Dentsu Group ( English | 日本語 )

Language Menu

  • Africa (English)
  • Asia Pacific (English)
  • Australia (English)
  • Austria (Deutsch)
  • Benelux (Nederland | English )
  • Brazil (English | Portuguese )
  • Canada (Français | English )
  • China (中文 | English )
  • Denmark (Dansk)
  • Finland (Suomi)
  • France (Français)
  • Germany (Deutsch)
  • Greece (English)
  • Hungary (Hungarian | English )
  • India (English)
  • Indonesia (English)
  • Ireland (English)
  • Israel (English)
  • Italy (Italiano)
  • Japan (English | 日本語 )
  • MENA (English)
  • New Zealand (English)
  • Norway (Norsk)
  • Poland (Polski)
  • Southeast Europe (English)
  • Spain (Spanish)
  • Switzerland (English)
  • Sweden (English)
  • Taiwan (中文 | English )
  • Turkey (Türkçe)
  • UK (English)
  • USA (English)

Main Menu

  • 首頁
  • 關於我們
    • 電通行銷傳播集團
    • 品牌介紹
    • 永續發展
    • 台灣管理團隊
  • 案例作品
  • 電通智庫
    • 趨勢報告
    • 決策智慧
  • 最新消息
  • 加入電通
  • 聯絡我們

Firstborn: Adidas

Firstborn logo
Adidas logo

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.

Firstborn

Firstborn are a design and innovation company. Firstborn work with forward-looking companies to shape modern brands for a purpose-driven future.

Find out more

陪你瘋足球

藉由四年一度世界盃瘋朝,foodpanda與adidas攜手合作,創造嶄新的全渠道世足觀賽體驗

閱讀更多

就愛逗陣HOT

必勝客用比薩散播「愛與和平」,讓GenZ的世界再次回歸美好。

閱讀更多

零傷害比薩

必勝客推出只有一圈餅皮的零傷害比薩,在愚人節創造百萬圈粉之路。

閱讀更多

TOWNACE 文藝復興三部曲

以「新在地」的思維,載著逐漸消失的傳統戲曲,進入大眾的生活

閱讀更多

政策

  • 隱私權聲明
  • Cookies 政策
  • 反賄反腐政策
  • 行為準則

聯絡我們

社群連結

  • Visit us on Facebook
  • Visit us on LinkedIn
  • Visit us on YouTube

Notwithstanding any actions or statements by the Dentsu Group globally or outside the U.S., it will continue to abide by all applicable laws and regulations in the U.S.

Any statements or actions that purport to relate to the Dentsu Group and are inconsistent with U.S. law or guidance should be interpreted as, and deemed, not applicable to the U.S.