Adidas: Adicolor New York Bodega Project

Among the various offbeat ideas in the ongoing artsy Adidas Adicolor assault is this "Fluxus product placement," as Jacqueline Bosnjak, co-CD at New York agency Idealogue, puts it. The Adicolor displays, which are secured to prevent

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Among the various offbeat ideas in the ongoing artsy Adidas Adicolor assault is this "Fluxus product placement," as Jacqueline Bosnjak, co-CD at New York agency Idealogue, puts it. The Adicolor displays, which are secured to prevent theft, were placed at seven New York delis and bodegas, five in downtown Manhattan, two in Brooklyn (for example, the deli next to Lower East Side performance space Arlene's Grocery). Bosnjak calls such locations "the grocery stores and social clubs that color New Yorkers' everyday lives; places that make New York's unforgiving streets into neighborhoods." Adds co-CD Mark Beukes, "It's about taking an object out of context and placing it in a real-life scenario to create a visual juxtaposition." This may be intended as an act of "cognitive dissonance," as they call it, but it's nice the way the shoes are largely color-coordinated with their surroundings.
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About

Credits
Date
May 03, 2006
Creative Director:
Mark Beukes
Creative Director:
Jacqueline Bosnjak
Client:
Adidas
Agency:
Idealogue
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