Positive Change
If plastic is the problem then what's needed are innovative solutions. adidas Parley product answers the call to change the game. The players? The public.
Situation
adidas wanted to go big for the big game making it show time for their big story—shoes and apparel sustainably made with Parley plastic from the ocean. They were looking to break through with this future-is-now product that everyone should be supporting. After all, the oceans are all of ours.
Transformation
We set out to create a consumer experience that was informative and refined. All touch points were designed to intrigue, include and inspire guests to join adidas in a movement to ‘end plastic waste’.
Sustainable Retail
Every element was fabricated from a combination of sustainable materials including nylon made from plastic waste, recycled bottles, wood, cardboard, hand painted messages and rented digital displays.
Our graphic approach tapped into the Miami sport culture featuring local athletes and entertainers who, along with adidas, made a green pledge. Messaging was crafted to ladder up to adidas’ overarching 2020 mantra, ‘Change Is A Team Sport.”
Beyond driving Parley traffic sales, we crafted an engagement strategy that invited guests to help raise awareness in the community around the plastic crisis. adidas made a donation in the name of each guest who made a purchase to the University of Miami’s Marine Science program that was designed to blend ocean activism, education and research. Guests were given a chip and asked by store associates to sign their name and take the pledge to raise awareness around the ocean plastic crisis. They then could drop their chip into the store’s oversized community connect board, a symbol of ‘Team adidas Miami.’
Roles:
Creative Direction
Partners:
Creative Team / Robb McNeill, Ezra Dahl, Beth Ng
Director + Editor + Motion / Chris Lacourciere, Michael Dow
Awards:
AIGA / Design Award of Excellence