Adidas Originals X Alexander Wang|海报/平面|广告营销案例【ADGuider广告指南】

阿迪达斯原版 X 亚历山大 · 王

案例简介：结果在一个每天都充斥着新的独家合作的市场中，阿迪达斯 Originals 和 Alexander Wang 系列被认为是阿迪达斯 Originals 历史上最有效的合作发布。此次发布会在全球赢得了超过 30亿的媒体印象，没有付费媒体。报道出现在 150 多个主要的国际媒体标题中，从《快速公司》到《时尚》。它在推特上产生了 1.31亿的印象，在 Instagram 上产生了 200万的参与，没有付费的社交媒体。第一个系列在纽约、日本和东京的第一天就卖完了，没有零售商店。发明合作作为增强自身遗产的一种方式的品牌，将它们作为挑战的一种方式进行了改造。执行我们让黑市成为时尚最大舞台的核心: 纽约时装周。活动开始前两周，我们开始在城市周围取笑合作的神秘线索，包括揭露合作背后机密法律信息的海报。然后我们用一部理解了所有先前线索的电影劫持了亚历山大 · 王的时装秀。模特们惊讶地冲进了 t台，首次推出了该系列。但是公众不能在任何商店购买收藏。他们不得不拨打一个模糊的电话号码，获取预先录制的带有时间和地点的信息。人群排队数小时，不知道会发生什么。在每个地方，一辆卡车出现了一个小时，出售垃圾袋中的收藏品，面对时尚集团，上演了一个黑市。然后我们把卡车带到东京和日本的人群中。战略目标受众是超连接、精明的消费者，他们和街头服饰一样被高级时尚所打动。他们已经听到并看到了这一切，从跑道眼镜到零售体验。受亚历山大 · 王 (Alexander Wang) 颠覆阿迪达斯 (adidas) 标志的行为的启发，我们提炼出了一个创造性的策略，我们称之为 “完全错误的”。 “完全错误的是故意颠覆时尚合作的所有规则。反映了颠倒标志暗示的版权侵权,这场运动的故事是围绕法律角度展开的。这次发布会让每一个表达都出现了严格错误的策略，在每一个点上挑战了时尚合作的既定模式。我们没有将分销提升到奢侈品商店，而是将其降低到街头销售。这是纽约时装周最受关注的经历之一，所有这些都是零付费媒体。概要发明了时尚合作的品牌如何重塑时尚合作？对于合作，大众市场品牌经常借用高级时尚品牌的光环来提升自己的地位。但是当时尚的 “可怕的孩子” 亚历山大 · 王与阿迪达斯 Originals 合作时，我们做了相反的事情，交换了时尚合作的范例。王力宏没有尊重珍贵的阿迪达斯遗产，而是完全破坏了它，实际上扰乱了品牌书中所有的法律规则。这一切都是从做不可思议的事情开始的: 颠倒传奇原作三叶草，把商标的三条条纹翻出来。它没有在发布活动中展示收藏的美丽，而是认可了其背后法律的不适。它没有通过一个有声望的声明将品牌的光环提升到豪华空间，而是通过在秘密地点建立一个合适的黑市，出售垃圾袋中的收藏品来将其带到街头。活动描述每当一个新的时尚系列消失时，品牌都会尽一切努力阻止经销商和私酒贩子的黑市。但是当亚历山大 · 王因与阿迪达斯原版合作而将传奇的阿迪达斯三叶草颠倒过来时，我们意识到有时完全错误的事情是正确的。该系列激发了同样颠覆性的发射活动。我们没有把黑市视为威胁，而是把他们的策略作为我们发射活动的蓝图。与在商店出售衣服不同，消费者不得不追踪一辆弹出式卡车，直接从垃圾袋里购买衣服。在这个行业最重要的时刻: 纽约时装周，我们在时尚机构面前上演了一个黑市。相关性时尚市场充斥着品牌合作。但是在他们新的合作发布会上，阿迪达斯 Originals 和亚历山大 · 王把时尚合作颠倒了。王力宏没有尊重阿迪达斯珍贵的遗产，而是打破了他们品牌手册中的每一条规则，颠倒了标志性的三叶草，把商标的三条条纹翻了出来。该系列激发了同样颠覆性的发布活动:面对扰乱该行业最重要时刻 -- 纽约时装周的时尚机构，我们上演了一个黑市。衣服不是在商店里卖的，而是用垃圾袋和通过弹出式卡车分发。

阿迪达斯原版 X 亚历山大 · 王

案例简介：Outcome In a market flooded with new exclusive collaborations every day, the adidas Originals and Alexander Wang collection is considered the most effective collaboration launch in adidas Originals history.The launch earned over 3 billion media impressions globally, with zero paid media. Coverage was featured in over 150 key international media titles, from Fast Company to Vogue. It generated 131 million impressions on Twitter and 2 million Instagram engagements, with zero paid social media. And the first collection sold out on the first day in New York, Japan, and Tokyo, with zero retail stores.The brand that invented collaborations as a way to enhance its own heritage, reinvented them as a way to challenge it. Execution We made the black market the centerpiece of fashion’s biggest stage: New York Fashion Week.Two weeks before the event, we began teasing the collaboration with cryptic clues around the city, including posters that revealed confidential legal information behind the partnership.Then we hijacked Alexander Wang’s runway show with a film that made sense of all the previous clues. Models stormed the catwalk by surprise, debuting the collection. But the public couldn’t just buy the collection in any store. They had to call an ambiguous phone number for a pre-recorded message with times and locations.Crowds lined up for hours not knowing what to expect. In each location, a truck showed up for an hour, selling the collection out of trash bags, staging a black market in the face of fashion’s establishment. We then brought the trucks to huge crowds in both Tokyo and Japan. Strategy The target audience was the hyper connected, savvy consumer who is equally moved by high fashion as they are streetwear. They have heard and seen it all, from runway spectacles to retail experiences.Inspired by Alexander Wang’s subversive act of placing the adidas logo upside down, we distilled a creative strategy that we articled as “Strictly Wrong.” Strictly Wrong is about deliberately subverting all the rules of fashion collaborations.Reflecting the copyright infringement that the upside down logo implies, the story of the campaign was built around the legal angle. The launch brought to life the Strictly Wrong strategy in every single expression, challenging the established model of fashion collaboration launches at each point. Instead of elevating the distribution to luxury stores, we lowered it to street level sales.It was one of the most talked about experiences of New York fashion week, all with zero paid media. Synopsis How does the brand who invented fashion collaborations, reinvent fashion collaborations?For collaborations, mass market brands often borrow the aura of high fashion names to propel their status. But when the “enfant terrible” of fashion, Alexander Wang, partnered with adidas Originals, we did the opposite and swapped the paradigms of fashion collaborations. Instead of honoring the precious adidas heritage, Wang completely disrupted it, literally upsetting every legal rule in the brand book.It all started by doing the unthinkable: flipping the legendary Originals trefoil upside down, and turning the trademark three stripes inside out. Instead of displaying the beauty of the collection with the launch campaign, it endorsed the discomfort of the legalities behind it. Instead of elevating the brand’s aura to the luxury space with a prestigious announcement, it brought it to the streets by staging a proper black market in secret locations, selling the collection from garbage bags. CampaignDescription Whenever a new fashion collection drops, brands will do everything they can to keep the black market of resellers and bootleggers out. But when Alexander Wang’s flipped the legendary adidas trefoil upside down for his collaboration with adidas Originals, we realized that doing things completely wrong sometimes is the right thing to do.The collection inspired an equally subversive launch campaign. Instead of seeing the black market as a threat, we adopted their tactics as a blueprint for our launch campaign.As opposed to selling the clothes in stores, consumers had to track a pop-up truck and buy the clothes straight out of trash bags. We staged a black market in the face of the fashion establishment during the industry most important moment: New York Fashion Week. Relevancy The fashion market is flooded with brand collaborations. But for their new collaboration launch, adidas Originals and Alexander Wang turned fashion collaborations upside down.Instead of Wang honoring adidas’ precious heritage, he broke every rule in their brand book, flipping the iconic trefoil upside down and turning the trademark three stripes inside out.The collection inspired an equally subversive launch campaign: we staged a black market in the face of the fashion establishment disrupting the industry’s most important moment, New York Fashion Week. Clothes weren’t sold in stores, but wrapped in trash bags and distributed through a pop-up truck.