Photography and Visuals
Photography and Visuals
Project date: November 2018.
Brief: Celebrate Adidas' values through a digital marketing campaign that measurably changes the target audiences’ perceptions, behaviour and propensity to purchase the products. The target audience is urban 17-25-year-olds in Birmingham, UK.
Background: Birmingham is the second-most populous city in the UK and as reported by BirminghamMail.co.uk (2017), approximately 1 in 12 adults in Birmingham are living with a mental disorder.
Together We Can event consists in 2 days — a sports and a concerts day. The Adidas Together We Can Academy, in Custard Factory, has an open door policy to people be able to do sports, changing their lifestyle.
The aim for this campaign is to reduce people with anxiety living in Birmingham by 20% and increase the youth turning to mental health organisations by 10%. We want people who are living in a “dark place” to believe that they can see the brightest part of life.
Executive summary:
Adidas wants to create the new and believes that the power of sport is able to unite, to challenge and to change lives. Not only can it makes us feel good with our body but also with our mental wellbeing.
Birmingham is the second-most populous city in the UK and as reported by BirminghamMail.co.uk (2017), approximately 1 in 12 adults in Birmingham are living with a mental disorder. These numbers are on the rise and who lives in the West Midlands have relatively higher chance to have it.
Based on a survey done in Birmingham and the Brum Youth 2018 report, some people look for doing sports to help them deal with problems that can affect their mental health. Adidas is capable of engaging youth in sports as a form of mental health awareness, to help them to feel better.
As a result of our researches we came up with the Together We Can event, which consists in 2 days — a sports and a concerts day —, in August 2019, and the Adidas Together We Can Academy, to keep people engaged. The aim for this campaign is to reduce people with anxiety living in Birmingham by 20% and increase the youth turning to mental health organizations by 10%.
Our objective meets with the brand objective, by moving away from the mental health stigma and help the youth. Therefore, it will increase the brand’s trust, even more, build a new passion around Adidas and convert in more purchases of the products.
\\Credits
Photos: Pexels.com
Project team: Carolina Serra Pereira; Angela Lee; Thomas Bull; Anas El-Fiky; Eleanor Morriss; Hong Ngo; Karoliina Ranne.