CREATIVE BRIEF-
Adidas Advertisements
November 2023
This ad campaign is a way to saturate a city in these posters, changing the color each time to reflect the shoe being advertised. The idea is to have these images in everyone’s peripheral vision even if they are not trying to look at it. The color will hopefully entice them to then explore the advertisement further.
What is the brand/product/service's background?
Adidas is a very well known brand and these specific advertisements are promoting their classic campus shoes. The company’s main tagline is “All in or nothing”, which is why it is the copy on all three advertisements.
Who is the competition? What threats are there?
Two main competitors of Adidas are Nike and Puma. Although the threats are minimal, there is still a need to continue advertising Adidas’s classic shoes so that consumers don’t forget about them when they are purchasing a new pair of sneakers.
Why are we advertising? What are we trying to accomplish?
We are advertising so that consumers who are already familiar with and fans of the brand Adidas see a new type of shoe from them in a captivating way.
Who are we talking to?
We are talking to consumers who already know the brand Adidas, but the advertisements can still be successful with customers who are new to the brand.
What do they currently think? What do we need to overcome?
A current perception some consumers might have is that Adidas has been classic or boring for too long, so presenting them with colors will help them overcome this belief.
What do we want them to think? What problem will be solved?
We want the people who view this advertisement to think that Adidas is still a fun and colorful brand, while staying classic and serious. Trustworthy but improving still.
What is the single most persuasive idea?
The single most persuasive idea is the brand’s tagline “All in or nothing”. By using this as the only copy on the advertisements, there’s more emphasis put on the tagline.
Why should they believe it? Is there a tone that might help? What is the psychological, social, categorical, or cultural tension associated with this idea?
Viewers should believe this advertisement because of the simplicity of text. The brand is only mentioned in an opaque backdrop, so viewers must pull from their own knowledge of what they know about the brand.