Adidas
Stan Smith

How to seamlessly combine sustainability and hip-hop in one image?

Adidas needed a 'green' campaign for their iconic Stan Smith sneakers to highlight how their new version of the classic trainer has a lower carbon footprint and environmental impact.

Made from a range of high-performance, recycled materials, including PRIMEGREEN an innovative new fabric from Adidas, these Stan Smiths contain no virgin plastic.

The “Grec” (Greek in Catalan) Festival of Barcelona takes its name from The Grec Theatre of Montjuïch, an open-air theatre inaugurated during the 1929 Universal Exhibition. Becoming the main event for
the summer in the city with theatre, dance, music and circus, in 2018 celebrates its fortieth-two edition.

Under the idea of “new species” we created the 4 main images for the campaign: 4 different masks playing with the concept of new rare species that nobody has seen before.

Taking the 1980s urban reference of sneakers hanging from electricity cables, part of the mystic making Adidas the brand it is today and reimagined it in an eco-setting. The Stan Smiths hang as an organic part of a green environment composed of hand-made paper flowers, vines and trees.

Stan Smith. Forever. Always iconic. Now more sustainable.

To do so, at Lobulo Studio we decided to use ballon figures as a metaphor for a sexual encounter.
However, that is represented with no specific gender, nor sexual orientation, nor even sex itself ... a neutral, non-aggressive environment that somehow ends up having a fetishistic point and ultimately erotic.

Although we know that the change of trend has begun, we are conscious that the real transformation of the Show will be a mid-long term achievement, not only in the graphics but also in the audience perception.

This campaign was launched in September 2018 with great reception and impact on social networks.

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Credits:

Client: Adidas
Art Direction and making: Lobulo

Photography: Lobulo
Agency: Folch Studio  

Lobulo Studio © London — hello@lobulostudio.com

Lobulo Studio © London — design@lobulodesign.com


New Business US — Ben Ardittiben@reach.tv

New Business US — Ben Ardittiben@reach.tv