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Brand: Adidas
Campaign: ADIDAS ECHOS
Agency: M&C Saatchi | Sport and Entertainment (London, UK) / M&C Saatchi Fabric
Year: 2022
A campaign's proposal as a proactive idea for M&C Saatchi's new agency, M&C Saatchi Fabric
My role: Concepting, Art Direction, Design
Challenge:
Every day, 2,888,000 fashion items go to landfills.
But by 2024, all of Adidas' shoes and clothing will be made with 100% recycled polyester. As Gen Z and millennials are influenced to spend more on celebrity-endorsed items, what if we gave something way beyond?
Outcome and my role:
Introducing ADIDAS ECHOS: a recycled clothes collection, made with 1% of celebrities' pre-loved clothes. Adidas echos collection involves recycled clothes previously owned by brand ambassadors, such as David Beckham (the top male celeb when it comes to consumers buying in the UK), or Kylie Jenner, Pharell Williams, Lionel Messi, Millie Bright and others.
Items drops:
A range of items are sold through the Adidas Confirmed app.
Every item has a unique branding and label, indicating that the item has 1% of celebrities' pre-owned clothes inside of its material.
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Campaign images: presenting the collection with a photoshoot that includes celebrities collabs.
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