The Unite All Originals experience sees hip-hop legend Run DMC collide with turntablist extraordinaire A-Trak in New York, wreaking creative havoc across the city. Users are invited to create their own visual remix of the video by shouting out things they see in the film, triggering animations and special effects in real time. Each interaction unlocks rewards related to the new FW13 adidas Originals range — which then connect to the adidas e-commerce platform.

Launch the campaign
Published
October 2013
Topics

The Story

The Unite All Originals experience sees hip-hop legend Run DMC collide with turntablist extraordinaire A-Trak in New York, wreaking creative havoc across the city. Users are invited to create their own visual remix of the video by shouting out things they see in the film, triggering animations and special effects in real time. Each interaction unlocks rewards related to the new FW13 adidas Originals range — which then connect to the adidas e-commerce platform.

We worked with the Chrome Web Speech API and a suite of bespoke language processing tools to enable users to trigger animations in the music video in real time. A simple keyboard input is used as a fallback for users without modern browsers. Each 2D animation appeared instantly as soon as a keyword had been recognized, and was stored as a unique version of the video for each user. Each animation was also associated with a shareable asset which directed traffic to the new adidas FW13 products.

The Technology

  •  

    Video

    YouTube

  •  

    Web/Apps

    Web Speech API

The Results

Run DMC has a longstanding relationship with adidas following the release of a certain 1986 single, which helped bring hip-hop into popularity, while A-Trak has played an integral role in meshing rap with electronic music. We extended this partnership to the adidas fan base by allowing them to visually remix the video with an overwhelming response.

4.5

Million views on YouTube

50

Languages

3

Hip-hop legends

Launch Date 15 August 2013