To launch the new, ultra-light adiZero Crazy Light 2 basketball shoe and to celebrate the soccer shoe preferred by superstar Leo Messi, adidas partnered with Mullen to light up Boston and New York City with live light projections using their fans' names in a social and outdoor effort. Before each projection, we used Facebook to engage adiZero fans. Via a custom online app, we were able to aggregate fan names for inclusion in the live projection. Fans participated by telling us what the super-lightness of adiZero helps them achieve. Their answers were projected alongside the giant animations.

Launch the campaign
Published
August 2012
Topics

The Story

To launch the new, ultra-light adiZero Crazy Light 2 basketball shoe and to celebrate the soccer shoe preferred by superstar Leo Messi, adidas partnered with Mullen to light up Boston and New York City with live light projections using their fans' names in a social and outdoor effort. Before each projection, we used Facebook to engage adiZero fans. Via a custom online app, we were able to aggregate fan names for inclusion in the live projection. Fans participated by telling us what the super-lightness of adiZero helps them achieve. Their answers were projected alongside the giant animations.

From the start, we knew adidas wanted to amplify pre-existing events or adidas stars and activate them socially for the adiZero Crazy Light 2 launch. As we were concepting, someone came across an old Jay-Z video for the song ‘Brooklyn Go Hard’ that created imagery by using typography. Almost instantly, everyone saw the benefit of using this format to integrate fan content into the light projection. We began exploring this from an art direction standpoint. From that exploration, ‘Light You Up’ was born. To collect fan names and post comments into the projection, Facebook was our central hub.

The Technology

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    Mobile

    Mobile

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    Social

    Facebook

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    Video

    YouTube

The Results

The Boston and NYC projections received over 31,200 submissions, reached 7.3 million users, drove 45,856 clicks to shop, over 15,000 shares and 7.6 million people saw it live on ESPN during Celtics/Heat NBA Playoffs. When creating an experience like this one, ensuring that it works across mediums is very tricky and pre-planning is key. Finally, smaller teams and picking the right partners is critical. Our partners on this project made real sacrifices to make it happen. Pulling it off became everyone’s mission.

31.2K

submissions

26.6

project impressions

300

lines of code written

Launch Date June 24, 2012