Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.
At #7 in TV/Film/Branded Content is Adidas Originals' powerful spot from Johannes Leonardo, portraying a dystopian future. One of several campaigns that contributed to Adidas' inclusion on AdAge's Marketer A-List this year, the spot aired frequently during the U.S. presidential election, with its line "Your future is not mine" taking on a particular resonance.
Adidas Originals' latest camapign has kicked off with an inspiring, beautifully-shot ad about creating your own future -- and not just accepting the one you're given.
The campaign by Johannes Leonardo, directed by RSA's Terence Neale, features a "squad" of eight up-and-coming artists and cultural influencers from around the world: Luka Sabbat, Kyu Steed, Aleali May, Ikwa Zhao, Reese Cooper, Design Butler, Yuki Matsuda and Iman Shumpert.
The film shows them confidently marching forward through a dystopian-looking landscape of burnt-out urban wasteland and cut-down forests, to the score of an original track by Daisy Hamel-Buffa with the chorus "Your future is not mine."
On the way, they pass some depressing and disturbing scenarios -- people making love with VR viewers on, crowds of people on motorized scooters, a trainful of commuters on smartphones. But they keep on going, in a kind of anthem to individuality and defiance.
The campaign, for Adidas Originals' Spring/Summer 2016 collection, also includes print, outdoor and in-store executions of the eight influencers, shot by art and fashion photographers Pieter Hugo, Oliver Hadlee Pearch and Tyrone Lebon.