An Original Outdoor take-over for adidas

Marking the arrival of a new era for adidas Originals and the new global platform “We gave the world an Orginal. You Gave us a thousand back". Adidas hoped to pay homage to those that have continued to transport its iconic signifier – the Trefoil – to the forefront of culture, over and over again.  

So EMC (together with sister agency WaveMaker) decided to use technology in the physical world to get digital natives to capture content and have that be our way into digital spaces.  

This resulted in us sending 200 drones into the night sky to celebrate Adidas - and showcase the heritage of originality with iconic brand symbols and well known emojis.  

The drone show was supported by 2 large scale projections in the city and an event at Mikkeller Baghuset on Refshaleøen for 40+ fashion and sneaker creators to complete the city takeover for one night. All the creators captured, and shared content in their style to make sure it reached the intended audience in an authentic and relevant way.  
 
The drone show was the first of its kind in the Nordics and only the second branded drone show in Europe - to help the create a truly immersive brand experience for Adidas.  

This helped Adidas not only take over the skyline of Copenhagen but also the social footprint of night. We purposely played into the exclusive side of sneaker and fashion culture by keeping the drone show a secret from the public until the last minute, so it was a surprise to everyone seeing it - both the public and creators we had invited. The results were over 1,2 million impressions, through organic shares alone, much more than we would have been able to reach with a two-week outdoor at Nørreport Station.  And ultimately delivered on the brand platform of Giving the World an Original with a truly original execution for Adidas.