Adidas Promo THE CHANGING ROOM by Iris Amsterdam

THE CHANGING ROOM
The Promo / PR Ad titled THE CHANGING ROOM was done by Iris Amsterdam advertising agency for Adidas in Netherlands. It was released in May 2013.
Advertising campaign for Adidas

Adidas: THE CHANGING ROOM

Brand
Adidas
Media
Promo
Released
May 2013
Posted
May 2013
Market
Netherlands
Industry
Sportswear, Athletic Footwear & Accessories
Agency
Iris Amsterdam
Creative Director
Tom Ormes

Credits & Description:

Advertiser: ADIDAS
Agency: IRIS AMSTERDAM
Category: Static
Media/PR: Anton-Jan Thijssen (\neboko Smarts)
Creative - Copy: Carlos Pabon (Iris Worldwide (Amsterdam Office))
Creative - Art: Rachna Dhall (Iris Worldwide (Amsterdam Office))
Creative Director: Tom Ormes (Iris Worldwide (Amsterdam Office))
Creative - Art: Glenn Doherty (Iris Worldwide (Amsterdam Office))
Group Account Director: Sharon Ormes (Iris Worldwide (Amsterdam Office))

Outcome
The resulting content from the stunt drew international exposure. In its first week on YouTube, it was 1st ‘most viewed’ and ‘liked’ in the sport category, and 3rd most viewed over all categories, and 2nd most liked. At last count, the video has over 567,000 hits. The voyeuristic element incited a little controversy, which resulted in free coverage around the globe. TV news programs weighed in, and websites that covered the event included the ‘Mail Online’, ‘Yahoo’, and ‘Fast Company’.This was great for the brand, as a normally uninspiring product launch in a lone city garnered them worldwide exposure.

Client Brief Or Objective
To celebrate the launch of the Ajax 2012/2013 home jersey, we wanted to turn an otherwise uneventful product-launch into a jaw-dropping moment for fans.Targeting the loyal supporters excited to be the first to own the new jersey, the strategy was to create an unexpected experience for fans on the day, and to entertain thousands more with the resulting content.

Relevancy
If anyone was going to get excited about their team’s brand new jersey, it was going to be a loyal supporter. With this in mind, the creative execution was inspired by the very fans eager to be first to own the new kit. With ‘unleash your pride’ a catch-cry for the brand, the event was a success for the fans and the players alike, where mutual loyalty was celebrated in the dramatic ‘thank you’ surprise.

Implementation
A trip to try on the new 2012/2013 jersey resulted in a situation that die-hard Ajax fans could never have predicted. Once in the fitting rooms of Amsterdam’s Ajax Experience, unsuspecting fans were stunned as the back wall of the changing room vanished to reveal a surprise gathering of their favourite Ajax players.Star struck fans of all ages were shocked and awed by the cheeky ambush, and were invited to remain and hang out with their heroes. The resulting content went viral, with people around the world sharing the stunt and speculating how they would have reacted.