Creativity

Adidas Wins Entertainment for Music Grand Prix for Its Anthem on Originality

Spot Is Set to Reworked Frank Sinatra Classic

By Ann-Christine Diaz and Adrianne Pasquarelli. Published on Jun 21, 2017

Editor's Pick

The Adidas Originals "Original Is Never Finished" campaign, which featured a re-mixed, modernized version of the Frank Sinatra classic "My Way," has earned the Entertainment for Music Grand Prix at Cannes.

Created out of Johannes Leonardo and directed by RSA's Terence Neale, the anthem spot illustrated the idea of originality as a work in progress. It juxtaposed creative and cultural legends with up-and-comers: it paired skateboard legend Gonz with French pro-skater Lucas Puig, NBA legend Kareem Abdul-Jabbar with young Lakers pro Brandon Ingram. It also features artist Petra Collins' spin on Boticelli's "Birth of Venus" and Snoop Dogg's reinvention of his classic "Doggystyle" album cover. The wild "My Way" remix helps to dramatize and unify the dazzling array of imagery. The campaign also included three music videos that debuted online alongside the spot's appearance during the Grammys, as well as social media takeovers.

Music company Human created the remix, with sound design via Q Department and sound mix from Sonic Union.

Read more about the category over at AdAge.com.

Original story:

Adidas is doing it its own way -- and it's working. As part of the relaunch of its EQT shoe line, the footwear brand is debuting a global campaign centered around the idea of originality and creation. On Wednesday, the company introduced a stylish, sexy 90-second film "Original is never finished," which features a mix of modern creators such as Snoop Dogg, hip-hop artist Stormzy, basketball star Kareem Abdul-Jabbar and artist Petra Collins, set to the re-worked sounds of Frank Sinatra's classic tune "My Way."

The spot, directed by Terence Neale via RSA, features assorted "Easter Eggs," including artist Petra Collins' re-imagining of Boticelli's "Birth of Venus" and Snoop Dogg's own retake on his "Doggystyle" album cover, with a bold social statement.

"We have in the past challenged 'outward'-facing concepts like what it meant to be a superstar, or the dystopian notion of the future," explained Alegra O'Hare, VP-global communications at Adidas Originals & Core. "For the first time ever, we decided to point the attention in, and challenge the very ethos of our brand and the notion of what it means to be a true original."

The digital video, which was created by Johannes Leonardo, will help introduce additional marketing expected to last through 2017. The New York-based agency first began working with Adidas in 2014.

Wes Phelan, creative director at Johannes Leonardo, noted that the past empowers the future. "We wanted the film to reflect the rich past of all creative spheres: music, art, film and sport," he said. "Starting with the music, we intentionally chose a track that had been done multiple times before to prove our point -- original is never finished."

In recent years, Adidas has positioned its brand as one for creators and helped to hone that message through campaigns such as "Your Future Is Not Mine" from Johannes Leonardo last year.

The company, which had long been sidelined to rival Nike, has experienced a revival with consumers through fashion partnerships with Kanye West. Adidas reported a 20% rise in North American sales for the third quarter and commands about 9% of the U.S. athletic footwear market, according to NPD Group.

The EQT line again uses the heritage of the brand�"the collection was first introduced in the 90s�"but modernizes it for today's consumer. The relaunched shoes will be available for sale this month.

The story also appeared on Adage.com.

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About

Credits

Date
Jan 18, 2017
Agency:
Johannes Leonardo
Client:
Adidas
General Manager:
Arthur Hoeld
Global VP of Brand Communications:
Alegra O'Hare
Global Director of Communications:
Jenny Pham
Global Director of Brand Marketing:
Jenny Pham
Senior Manager Communications:
Edi Borrelli
Senior Director, Global Brand Marketing Operations:
John van Tuyll
Senior Director, Creative Shoot Production:
John van Tuyll
Shoot & Production Manager:
Justin Townsend
Chief Creative Officer:
Jan Jacobs
Chief Creative Officer:
Leo Premutico
Creative Director, Partner:
Ferdinando Verderi
Creative Director:
Wesley Phelan
Creative Director:
Matthew Edwards
Copywriter:
Jeph Burton
Art Director:
Hunter Hampton
Head of Integrated Production:
Dana May
Executive Producer:
Maria Perez
Senior Producer:
Tina Diep
Senior Producer:
Stine Moisen
Producer:
Doug Moffitt
Production Coordinator:
Alexandra Olivo
Group Account Director:
Sam McCallum
Account Director:
Dom Dalton
Account Supervisor:
Gulru Soylu
Head of Strategy:
Mark Aronson
Strategist:
Miné Cakmak
Senior Business Affairs Manager:
Ann Marie Turbitt
Film Production Company:
RSA Films
Director:
Terence Neale
Executive Producer:
Jules Daly
Executive Producer:
Paul Kawasaki
Producer:
Rozanne Rocha-Gray
Director of Photography:
Alexis Zabe
Production Company Cape Town:
Egg Films
Executive Producer:
Colin Howard
Producer:
Rozanne Rocha-Gray
Editorial:
EXILE
Lead Editor:
Shane Reid
Editor:
Jay McConville
Editor:
Travis Moore
Executive Producer:
Sasha Hirschfeld
Executive Producer:
Carol Lynn Weaver
Head of Production:
Melanie Gagliano
Visual Effects:
Blacksmith
VFX Supervisor:
Iwan Zwarts
2D Lead:
Iwan Zwarts
2D Compositor:
Daniel Morris
2D Compositor:
Liz Lyons
Rotoscoping:
Trace VFX
3D Lead Artist:
Tom Bussell
3D Artist:
Yili Orana
Executive Producer:
Charlotte Arnold
Producer:
Megan Sweet
Color:
Company 3
Colorist:
Tom Poole
Producer:
Clare Movshon
Music Licensed Track:
My Way
Writer:
Claude Francois
Writer:
Jacques Revaux
Writer:
Gilles Thibaut
Writer:
Paul Anka
Publisher:
BMG
Publisher:
Songs
Master:
Frank Sinatra
Master:
Universal Music Enterprise
Global Music Manager:
Daniel Cross
Music Remix:
Human
Creative Lead:
Morgan Visconti
Music Director:
Morgan Visconti
Creative Lead:
Michael Jurasits
Sound Design:
Michael Jurasits
Executive Producer:
James Dean Wells
Composer/Arranger:
James Leibow
Sound Design:
Q Deparment
Executive Producer:
Zack Rice
Producer:
Guin Frehling
Sound Mix:
Sonic Union
Sound Engineer:
Steve Rosen
Executive Producer:
Justine Cortale
Producer:
Patrick Sullivan
Videographer:
Deon van Zyl
Videographer:
Anton du Preez
Photographer:
Hayden Phipps
Photographer:
Dan Regan
Photographer:
Atiba Jefferson
Editor:
Sean Dunn
Editor:
Misha Spivack

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