“HIDDEN IN PLAIN SIGHT” INTEGRATED EXPERIENTIAL CAMPAIGN
the sneaker drop is broken.
There’s something special about an IRL sneaker drop. But with chaos, crowds, and greedy resellers hijacking the events, real fans are aren’t getting their hands on the shoes they love.
To launch the adidas Originals Camo pack, we reimagined the product drop as an AR experience that eliminated lines and outsmarted resellers.
scan the poster,
get the shoes.
no lines. no fights.
webAR wild postings turned city streets into interactive shopping portals. Fans who found the posters could access the experience and go straight to checkout with no app download required.
local streetwear influencers took over the drop in their cities.
To make sure real streetwear fans got the shoes first, we tapped streetwear influencers across the country to place shoppable posters in their cities. They dropped location clues on Instagram before the wider public got word of the release, putting resellers on the back foot.
Case Study
Credits:
Dave Snyder, ECD
Sam Isenstein, ACD
Joey McRobert, Senior Copywriter
Kyle Helmstetter, Designer
Mike Wells, Editor
Recognition:
AdWeek Project Isaac Award - Winner, Best Mobile Invention
Clio Awards - Bronze Winner, Fashion and Beauty