Adidas: Adidas Odds

Credits & Description:

Title: Adidas Odds
Agency: Taproot Dentsu
Brand: Adidas
Country: India
Entrant Company: Taproot Dentsu, Mumbai
Advertising Agency: Taproot Dentsu, Mumbai
Pr Agency: Taproot Dentsu, Mumbai
Production Company: Taproot Dentsu, Mumbai
Chief Creative Officer: Santosh Padhi (Taproot Dentsu)
Chief Creative Officer: Agnello Dias (Taproot Dentsu)
Creative Director: Piyush Gupta (Taproot Dentsu)
Art Director: Shraddha Jagtap (Taproot Dentsu)
Art Director: Shivam Ingle (Taproot Dentsu)
Ceo: Umesh Shrikhande (Taproot Dentsu)
Business Director: Ayesha Ghosh (Taproot Dentsu)
Brand Manager: Gargi Raju (Taproot Dentsu)
Production Manager: Purushottam Joshi (Taproot Dentsu)
Account Executive: Radhika Saha (Taproot Dentsu)
Executive Producer: Anjali Vaswani (Nomads Films)
Film Director: Veneet Raj Bagga (Onion Films)
Producer: Manjula Moses (Nomads Films)
Senior Writer: Apoorva Jain (Taproot Dentsu)
Director Of Photography: Tassaduq Hussain (Freelancer)
Head Of Production: Riyaz Menon (Nomads Films)
Production Designer: Mihir & Mandira (Freelancer)
Editor: Swati Singh (Onion Films)
Sound Engineer: Richard Francis (Freelancer)
Music Composer: Debashish Shome (Freelancer)
Campaign Description:
We created a special pair of shoes called ‘Odds’ that had a pair of 2 lefts or 2 rights that para-athletes could choose from.
Execution:
We created a special pair of shoes called ‘Odds’ that had a pair of 2 lefts or 2 rights that para-athletes could choose from. So instead of giving them one side of the shoe that’s useless, the unique shoe box had another side of the shoe they really need. Odds could’ve also been a pack of 1 shoe priced at 50% less but the idea was to give them one more and not remind them that they have one less. TV/ Digital/ Activation/ Radio/ Print/ outdoor was used to promote the campaign
Synopsis:
In the light of Rio Paralympics 2016 that were organized at a much smaller scale than Olympics, Adidas wanted to raise awareness about how there is a need to even out the odds for para-athletes across the world.
Outcome:
Odds became the most talked about campaign during the Paralympic People started participating in the discussion about the need to even out the odds. Besides bloggers, digital communities and media, even sports stars and celebrities took part in the conversation. With over 5 million views in a week. 1.5 millions likes. Generating PR worth 9.5 million dollars for free. Creating over 27 million media impressions globally. Website saw a 24% jump, Adidas plans to globally introduce odds as a variant for all their products.
Strategy:
Adidas is a brand for and by athletes with a simple yet powerful philosophy of "No athlete left behind". It seemed well placed to contribute to this new reality ‘Adidas Odds’ simply looked at leveling the playing field. But beyond that, it was about giving all sportspeople the respect and opportunity they deserve purely because of their love for what they did. Without discrimination.
Relevancy:
A never done before simple product idea,‘Odds’ is a pair of shoes for the same foot. The initiative emerged from a simple insightful idea of giving para-athletes, primarily blade runners, a pair of the same side footwear they need, rather than the generic pair that is sold to consumers. It is an ode to all athletes in the world who choose to run against the odds.