Adidas’ global running unit and sustainability partner Parley rolled out an integrated campaign on 9 May to promote its latest ‘Run for the Oceans’ global event.
The campaign, which was created in tandem with creative agency and production house Augusto with 247 and Tightrope Productions, promoted the 2022 edition of the brand’s participatory running initiative: an annual event which forms a focal point of the German sportswear giant’s pledge to work to end plastic waste.
Taking place between 23 May and 8 June, the event encourages runners to pick up plastic bottles for the minutes’ run by participating runners around the world.
The global campaign was shot across Santiago, Barcelona, Florida and New Zealand (with all production operations running out of the Auckland Augusto office) and was fronted by a team of five Adidas athlete ambassadors:
Dominic Thiem (Austrian tennis player)
Ninali Zheng (Chinese heptathlete)
Shaunae Miller-Uibo (Bahamian sprinter)
Pedri (Spanish footballer)
Karlie Kloss (American model)
Alongside the hero spot that will air globally, Augusto have created over 1000 assets for Run for the Oceans including a global campaign rolled out across digital, retail & social for the promotion of the event and the launch of the sustainable products made with Parley Ocean Plastic.
“Coming from Tenerife, one of the Canary Islands, I’ve seen first-hand what plastic waste is doing to our beaches.” – @pedri
Join the movement and help end plastic waste #RunForTheOceans starting May 23: https://t.co/AKANM7Su4w#ImpossibleIsNothing #adidasParley pic.twitter.com/U6kycAf4ue
— adidas (@adidas) May 11, 2022
“We have worked closely with the team from adidas for over 10 years and have always appreciated their collaboration and trust in us to deliver,” said Augusto Global CEO Michelle Walsh. “It was a real honour to be able to lead the creative and production of this incredible campaign and support this collective drive for change.”
Augusto ECD Adam Thompson added: “We’re super proud of this new global campaign. The effort our team has put in alongside our client partners to pull this together has been immense and we can’t wait to see this run out around the world across the coming weeks.”
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This campaign is the first time in more than a decade of Adidas working with Augusto that the agency has led a multimillion-dollar global brand campaign: one which is one of Adidas’ key focuses for 2022.
The campaign was created by a multi-market Augusto team across the agency’s offices and 247 units in New Zealand, Barcelona and Chile, plus Tightrope in Miami.
The agency group included Director Tom Gould, ECD Adam Thompson, Creatives Ben Carroll and Mitch Crowe, Strategist Oliver Sealy, Commercial Director Amy Dufty, Account Director Lauren Oxnam, Senior Account Manager George Yarrell-Stevenson, Agency Producer Brad Harvey, NZ Producer Nikhil Madhan, Editor Mariano Segedin, Assistant Editor Connor Farrell, NZ DOP Ziga Zupancic, Photographer Graeme Murray, Head Of Design James Davison, Designers Nina Vasiljevic and Katie Curd, Colour Grade Matic Prusnik and Sounder Designer Amy Barber.
The team at 247 Chile included Producer Javiera Torres, DOP Pancho Urzua and Photographer Noli Provoste, plus 247 Spain Producer Luna Lladós, DOP Persona and Photographer Carles Carabí and in Miami Tightrope Production Producer Jonathan Bossle, DOP Zoe Simone-Yi and Photographer Emiliano Granado.
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