The Business Problem.

As one of the world’s biggest brands, Adidas knows it has a responsibility to inspire consumers to shop more sustainably. As a result, the team had the ambition to create a campaign which encouraged a change of attitude and intention towards sustainable shopping generally rather than simply driving sales of its sustainable product range

The Insight.

The perception is that the problem of climate change is too big and the difference we can make as one individual is too small. But even one small act can start a chain reaction for others to follow. Friends and family are one of the biggest influences when it comes to behaviour change - 35% of people say they turn to them for advice, second only to social media. All of a sudden it's not just one small act, it's the catalyst for collective change and that's something to be inspired by.

The Context.

58% of people say it is important for them personally to have an impact on fashion sustainability but only 23% of people let that influence their purchases. There is a value action gap when it comes to going green. People feel that unless they are living completely sustainably, one off actions won’t move the dial and so their initial motivation falls by the wayside.

The Strategy.

Get well intentioned shoppers to feel inspired to buy sustainably by showing how one sustainable purchase can start a chain reaction of sustainable action

The idea.

Starting off in a parallel, fantasy-like universe the final film takes us on a vibrant and thought-provoking journey through the minds and motions of individuals from different backgrounds, all sporting adidas’ more sustainable offerings, whether it be garments or footwear.

Like an electric current buzzing through the minds of the skaters, partygoers, and artists, we see how easily this lightbulb moment of awareness can transfer from person to person, inciting inspiration amongst a larger audience.

To support the film, we also activated an influencer campaign challenging creators to share their own sustainable journey and inviting their followers to share theirs in return.