A London fried chicken shop becomes a pop-up for Adidas' Glitch soccer brand

Immersive campaign by Iris promotes 'Prep Pack' launch

Published On
Sep 26, 2018

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Adidas turned an East London chicken takeout shop into a pop-up for its Glitch interchangeable soccer boots last week to create some buzz around the brand's latest launch.

The immersive campaign, via Iris London, promoted the new Glitch "Prep Pack’"product, targeting 14-19 year old soccer fans.  With Glitch the he customer buys a pack consisting of an inner shoe and an outer exchangeable skin. Prep Pack comes in two color schemes, one where the the red skins turn white when the wearer's feet heat up, and another where white skins transform into blue ones when in contact with UV light.

The campaign first kicked off last week with teasers across Adidas’ social channels. Viewers were lured in by unusually slow-paced and abstract films that played out across Instagram stories of Adidas London, Premier League club players and North London drill rapper Headie One.

All drove viewers to a "Swipe up 2 sign up" message, driving downloads of the Glitch mobile app and registrations to the event. On the day, Adidas challenged fans to race to its secret venue to be in with a chance of winning a pair of its the Prep Pack skins.

Fans lined up to get their hands on the products served up for free in Glitch box style packaging. Every store touchpoint was rebranded, including signage, bespoke Glitch uniforms, food boxes, wet wipes, napkins, bags, the menus and even a bespoke outdoor neon sign. The event concluded with a performance from Headie One, and the campaign followed up with a with a wrap film that also served as product ad, seen here.

Credits

Date
Sep 26, 2018
Client:
Adidas
Agency:
Iris
Creative Director:
Rachid Ahouiyek
Creative:
Matt Wood
Creative:
Tom Loveless
Group Planning Director:
Ben Milligan
Account Team:
Simon Yoxall
Account Team:
Alex Peel
Account Team:
Ted Bainsfair
Agency Producer:
Sam Booth
Agency Producer:
Hetty Yoxall
Photographer:
Toby Ziff
Production Company:
Stadium
Director:
Salim Adam

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