Strategy
Our Strategy service is wired to street-level culture & community. Bursting with alternative, multi-discipline talent, a Midnight Club strategy is hard-hitting, honest and real.
For his fleeting visit to London, James Harden was taken on a tailored tour of the city. First up, JH called in on an unsuspecting Secondary School in Camden, crashing a basketball session, leaving the teachers speechless. From there, he was whisked off to the Emirates Stadium to meet London’s hottest young athletes Reiss Nelson and Anthony Yarde – with all 3 given pitch access to do their thing.
James’ visit was filmed by an expert crew from start to finish – then edited into a suite of content tools to serve an eclectic media plan.
Next gen.
The Harden Effect.
To mark the launch of his new Solar-Hu collection, Pharrell hosted an intimate talk on the importance of equality, then joined the adidas running community for a surprise 3 miler across East London.
We followed Pharell on foot, photographing him as he braved Brick Lane at rush hour.
Pharrell spoke at length about his journey, and the merits of conviction in following your own path.
To activate the product line at retail, we converted the adidas Originals Hanbury St store into an atmospheric, Solar-inspired studio set, covering the worktable in grey ‘moon matter’, and incorporating precise shadows and reflections to replicate a lunar eclipse in-store.
Promoting the all new ultraBOOST 19 (a stripped back and simplified version of the original, iconic silhouette) we created a 360 campaign to herald a progressive running mindset.
The campaign was spearheaded by ‘London Recoded’ – an innovative track night at the Olympic Park, Stratford, in which striking laser projection mapping generated a series of intensive challenges for athletes – each engineered to ensure participants bought into a purer, more progressive form of running.
Our attendees learned
The global launch of a new, statement collaboration between adidas and Marimekko – fusing timeless prints with high-performance footwear and apparel. The multi-sport collection features two iconic Marimekko patterns – Annika Rimala’s Laine and Maija Louekari’s Räsymatto.
A warm and halcyon creative vision was crafted in London and brought to life in the forests of South Africa – delivered through an interactive digital-first toolkit.
‘Since 1951, Marimekko’s purpose has centered around empowering people, and this collection brings this mission to life in a whole new, surprising but yet so natural way’
Tiina Alahuhta-Kasko, Marimekko CEO