Adidas x Allbirds Futurecraft Footprint - Made to Fit the Planet
Agency: Experience.Monks (Formerly Jam3)
Role: Creative Director
Year: 2021
The brief was to build excitement for the second launch phase of Adidas x Allbirds' lowest-ever carbon running shoe. The creative approach used a sports lens to amplify credible voices in sustainability rooted in storytelling and digital media.
We amplified conversations between leading change-makers, and enrolled eco-influencers into a week-long 15K carbon footprint challenge. These culminated in a series of interactive films that hyped shoe-performance credibility and educated on truths around collectively lowering our carbon footprint.
The art direction ramped up warmth and human tactility to a poetic level. Using the lens of diving into the natural world, as a way to celebrate the shoe's textures and form. Further abstracting on nature through the interplay of subtle movement, warm light and colour through 3D renders and photography. Copy worked to inspire and encourage our activist-minded audience, not preach. And music direction amped up the ambient and emotive to seamlessly blend assets in the Made To Fit the Planet world.
As well as the shoe selling out on launch day, the campaign instigated thousands of social media exchanges on sustainability and the collective effort to reduce our carbon footprint.
