Just the tip of the iceberg of this multimedia 'We are London' campaign.
Quite a branding stretch here for German sporting-cum-fashion goods makers Adidas, carrying out a completely localised campaign in London, closely targeting the homeboys they hope to convert/keep loyal to the spell of their global brand.
Appealing to that something so reassuring as it's the sense of belonging, addressing the audience with a direct question -"Are you?"-, the advertisers have taken this campaign to Facebook and YouTube. Just follow the link in the poster if you are curious -you'll learn that the kid in the above poster is grime MC Maxsta from East Ham, one among several success stories of local kids from non-postcard London areas who have done well in the hip-hop scene and have agreed to tell us all about it while touring us around their 'hoods' wearing Adidas clothes.
I have to believe that this grim London / hip-hop scene / social media stuff gotta be the cool thing, but I'm afraid I'm just too old to know. It's not that I'm not a Londoner, you know what I'm sayin'?
Quite a branding stretch here for German sporting-cum-fashion goods makers Adidas, carrying out a completely localised campaign in London, closely targeting the homeboys they hope to convert/keep loyal to the spell of their global brand.
Appealing to that something so reassuring as it's the sense of belonging, addressing the audience with a direct question -"Are you?"-, the advertisers have taken this campaign to Facebook and YouTube. Just follow the link in the poster if you are curious -you'll learn that the kid in the above poster is grime MC Maxsta from East Ham, one among several success stories of local kids from non-postcard London areas who have done well in the hip-hop scene and have agreed to tell us all about it while touring us around their 'hoods' wearing Adidas clothes.
I have to believe that this grim London / hip-hop scene / social media stuff gotta be the cool thing, but I'm afraid I'm just too old to know. It's not that I'm not a Londoner, you know what I'm sayin'?
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Adidas: We are London. Are you?
Euston Station (LU)
London
