Adidas - "3 Bar Superstar"

McCann London

McCann London London, Regno Unito

1461

Titolo	3 Bar Superstar
Agenzia	McCann London
Campagna	3 Bar Superstar
Cliente	adidas
Marca	Adidas
Posted	Marzo 2020
Settore	Abbigliamento sportivo
Trama	Worn by Run DMC at the birth of rap culture, adidas’ iconic Superstar shoe once stood for originality; inspiring subcultures like UK Grime. But today, the shoe is 50 years old, and has lost relevance. And, with arts cuts and music schools closing, original UK talent have no space to be heard.So, we wiped out 3 musical bars from Grime-pioneer Kano’s latest track – in homage to the shoes’ 3-bar design. As an innovative mobile site, it gave young lyricists the chance to win recording time with Kano himself.After 35,500 studio sessions, 4,500 bars dropped and 72-hours of pure rap, one Superstar excelled. Recording the song ‘Check’ with Kano, un-heard ‘Selass’ launched on platforms worldwide. We invested in original talent across the UK, by making the shoe stand for originality once more, by lending their 3 historic bars to the Superstars of tomorrow.
Tipo di Media	Interattivo
Lunghezza	33 seconds
Chief Creative Officer	Rob Doubal
Chief Creative Officer	Laurence Thomson
Creative Team	Matt Searle
Creative Team	Olly Wood
Creative Director	Matt Crabtree