adidas • She Breaks Barriers
BREAKING BARRIERS FOR WOMEN IN SPORTS
Adidas London approached us to act as cultural and creative consultants for the brand’s activity on IWD. Our brief was to find a way to champion female visibility across London. The brief initially started out as a single piece of content but ended up turning into a month-long content series and ongoing partnership. We wanted to reach beyond the current adidas audience into the news feeds of a diverse range of women across London.
WHAT WE DID
Playing on the idea of #womensupportingwomen we created a social chain mechanic where each day a light was shown on a single woman’s story, and then passed on to another. Each story was about how they have created visibility and carved out their own spaces in art, sport and culture. An idea that started out as a one off day activation became a month long campaign consisting of an all-female channel takeover on @adidaslondon, 22 days of 22 women’s stories and video content captured around the city.
WOMEN OF LONDON, WE SEE YOU
WHEN SHE SEES, SHE ACHIEVES
SHE DESERVES TO BE SEEN
THE CASTING STRATEGY
We used our network of contacts across London to cast a range of women who were less visible, in the public eye representing marginalised identities, working within male dominated fields, or women who are actively advocating and engaged in issues of ‘visibility' and representation/diversity. The talent ranged from top tier amplifiers to cultural tastemakers to grassroots communities.
All organic success - 76,803 likes | 267 posts | 2.7M people reached | 15,000 new followers | 89% increase in engagement over campaign period | The most engaged organic post of all time on @adidaslondon (an increase of 313%) | First IGTV with 44k+ views | The first political position on women’s issues with the brand supporting #FreePeriods and a campaign first for the brand