ADIDAS BIG MOOD COLLECTION
In sports, emotions are considered a hindrance. You don’t think straight when you’re mad. Can’t take the game seriously if you’re laughing. Make a mistake? Ah, well, “their emotions got the best of them.” To help adidas launch their new cross-category product line, “Big Mood,” we decided to take the opposite approach. We wanted to celebrate the superpower abilities that emotions bring when channeled into performance. Simply put, with Big Mood your emotions aren’t getting the best of you. You’re getting the best out of every emotion.
To convey the idea of emotion & self-expression, we used graffiti as an executional device to “vandalize” our own ads – like teenagers do. Spray cans, markers and crayons. This campaign featured some of the biggest names in sport from Patrick Mahomes to Dame Lillard to Juju Smith-Shuster and lived across all adidas channels. Social, eComm, in-store, etc.