Challenge
With a plethora of activities planned to celebrate Singapore’s 58th National Day such as red & white looks, a digital run, activation day for the public and most importantly the launch of a localised tee designed by a rising local illustrator, Erika Tay.
The key question was how can we beautifully blend these components to design a strong and impactful campaign that engages with the adidas community whilst showcasing the 58 years of Singapore Heritage in one single expression.
Solution
We developed a campaign narrative which conveys a core message - to embrace the spirit of Singapore, where the impossible becomes possible through perseverance and unity.
This guided the concept of the campaign’s key visuals - Red & White - where talents were dressed in these adidas themed colorways with the backdrop of the iconic Toa Payoh Dragon playground well-known to all locals.
To tie it with the Key City Tee launch, we developed a story together with the artist who shared how the vibrant running culture and food elements of Singapore was her inspiration to represent the resilient spirit of Singaporeans.
Together with the strong adidas runners Singapore running community, we designed a digital run around the concept of 58 years and iconic routes in Singapore - Marina Bay Sands, East Coast Park, Southern Ridge
We then top it all off with an in-store activation where everyone was welcomed to join us to enjoy nostalgic childhood snacks, national day-themed airbrush tattoo designs and live drawing by Key City Tee illustrator, Erika. Customers could also receive a uniquely designed makerlab box which was created just for the national day.
Impact
The various communities of adidas were able to celebrate SG 58th birthday under the common theme and via various activitiations. This increases the brand resonation and connect with its local consumers, and also create an opportunity for its communities to celebrate the moment together. The activation over the national day weekend at adidas Brand Center Orchard, also resulted in the uplift of the store’s traffic and average daily member’s sales during the week of activation.
Last but not least, the success of the campaign was also attributed to great teamwork across each specialised teams - Social, Activation, Project Management, Client Advisory and Local Executional Team. Consistent cadences, close communication and the spirit of working collaboratively were vital in enabling the teams to deliver and collaborate effectively despite cross-border challenges.
