I thought it was really nice to see a bit of brand
sensitivity and a great bit of localised planning from Adidas. The picture
below shows an outdoor campaign that the sports giant have been running
recently in preparation for the Olympics in East London. Promoting home-grown
talent and encouraging the five London Olympic boroughs, I spotted this one in
(Lewisham), some of which are not the most affluent in the city. Seeing this 6 sheet at local bus stops in Lewisham
is a really excellent use of localised outdoor planning which I think should be
commended. Planning locally in this way can resonate as strongly with an
audience as a large, iconic outdoor site. Its also a great boost for our
athletes and I think is a good way to make the games seem relevant and
inspiring to young people in that borough.
The creative is also effective. The Adidas branding
remaining very subtle in deference to the athlete’s name- she isn’t even
wearing clothes with prominent logos. The themes in this outdoor campaign also
echoes the wider TV positioning with Wretch 32 asking for Demos from people,
giving consumers to enter to join him on stage.
In a world of big brands and big brand campaigns I think
it’s easy for this small amount of activity (and probably spend) to run
unacknowledged especially with a brand such as Adidas, who tend to make their
big splash with grand TV campaigns and large, impactful outdoor sites. However
I was really impressed by the planning behind this and think it’s one of the
nicest ways that brands have interacted with Team GB athletes. I’m looking
forward to seeing what they do as the countdown to the games continues.
Here’s my other favourite Olympic campaign by P&G – I’m
a sentimentalist so it’s no surprise that this ad evokes John Lewis levels of
emotion (however my boyfriend keeps asking who’s sponsoring the Dad’s which is
a fair point)
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