Adidas
The Brand
Three stripes. Sportswear. Needs no introduction.
The Brief
This campaign was a proactive piece of work I conceptualised for graduate portfolio. As a mental health first aider, and someone who knows many people who suffer mental illness, I'm a massive advocate of using exercise to feel good not only physically, but mentally too. While it's not a cure, it can help massively.
The Thinking
Draw a link between exercising and relieving mild symptoms of depression and anxiety.
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Point of Sale - Prescription bottle packaging for laces.
In Store - Prescription bag for shoe boxes.
Social film
We open on a shot of a Rorschach ink blot test, rippling on fabric and slowly expanding.
A gravelly voice speaks, addressing the viewer directly, like a therapist.
VO: Tell me, what do you see?
VO: A mask? Fear?
Slow zoom out.
VO: Tears? Despair?
With the zoom out we see that it wasn’t a Rorschach mark.
It’s sweat on a person’s t-shirt.
VO: Or someone who feels much better than they did two miles ago?
They’re running down the street, t-shirt rippling, sweating with exertion.
SUPER: Exercise not only does wonders for your body, but for your mind.
ADIDAS LOGO
Pedal-powered six-sheet
We want to make you sweat. Rather than just showing people our ad, we’re going to make them engage with it. To make the print appear, passers-by will have to hop on the exercise bike and pedal to power the advert.
Let's not just tell the public the effects of exercise on mental health, let's make them feel it.