To promote the launch of the sportswear giant’s new Chile 20 collection, Adidas Originals and Foot Locker worked with agency 84.Paris on a music-led campaign called ‘Cities Made To Create’ which linked London and Paris.
84.Paris, an agency specifically positioned to focus on/understand contemporary generations and their pop and street culture inspirations, launched the new line (which is an updated version of the Chile 62 tracksuit) by designing a print and digital campaign fronted by two young rappers – Oboy and Kojey Radical.
Each musician showcases their home cities and how they are sources of inspiration for a new generation of artists and breeding grounds for rap and street-culture.
The hero two-minute film sees Oboy and Kojey Radical share their own intimate connections with their hometowns: Obo in the ‘grey, ugly, yet vivacious’ Villeneuve-Saint-Georges suburb of Paris and Kojey Radical on the fashion, street art and energy of his native Hoxton neighborhood.
The ampaign was created for Adidas Originals Brand Manager Julia Ammor by a team at agency 84.Paris which included Creative Directors Olivier Bienaimé and Hervé Bienaimé, Creatives Martin Dhote and Maixent Viau, Strategic Planners Nicolas Camillini and Charlotte Faure, with Agency Managers Arnaud Depaul, Shirley Halimi and Quentin Ellow.
Production was by Bande Magnétique with TV Producer Pierre Otmanine, Director Killian Lassabliere and Photographer Manuel Obadia.
Comment:
This is an inventive contemporary update on the classic Dickensian tail (or tribute) to the two cities.
Links:
Adidas Originals
https://www.adidas.com/originals
https://www.youtube.com/user/adidasoriginals
https://soundcloud.com/adidasoriginals
https://twitter.com/adidasoriginals
https://www.instagram.com/adidasoriginals
84.Paris
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