Youth engagement specialist agency Andpeople were tasked with creating a multimedia campaign to support the launch of adidas’ reflective Nite Jogger silhouette. The challenge the agency faced was a desire by the brand to reach a broadcast audience, but without the material or media budget to meet this ambition.
The solution was to create a unique collaboration between two unlikely individuals: Gqom King DJ Lag and commercial pop sensation Stream Queen Shekhinah. By bringing their creative powers together, the duo produced a unique track, entitled ‘Anywhere we go’, supported by a high impact music video; directed by award-winning director Kyle Lewis.
The result is not only a heavy-hitting visual interpretation of Nite Jogger, but a sonic composition, which is getting infinite plays across all commercial radio and online streaming channels, with all signs leading to this extending well beyond the campaign period.
With the support of a robust digital and social plan, the campaign now transcends all broadcast channels through the creation of non traditional assets that don’t rely on a media buy to flight.
Critically, the execution creates cultural currency for adidas by empowering the creativity of two of our country’s most exciting artists, and using this output to provide long lasting inspiration for creativity among South African youth.
‘We live in a time when our audience are seeking and consuming content at a rate we can hardly comprehend. But they’re seeking out content that matters to them, and that creates value. Our intention was to use the power of culture to launch Nite Jogger in a way advertising alone couldn’t. We wanted to create material that wouldn’t simply launch a shoe, but would represent a cultural moment in time for years to come,’ said Duncan MacLennan, Managing Director of Andpeople.