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2020 ADC Awards - Interactive

The adidas Wendejacket „Breaking Walls“

Agency Jung von Matt AG / Hamburg + 2WEI Music GmbH / Hamburg + adidas / Herzogenaurach

Client adidas
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Annual ID

ADC_DFG20_059M

About the Work

The 9th of October 2019 was the 30th anniversary of the fall of the Berlin Wall. In Germany, this event is called the “Wende”. “Wende” not only meaning the Reunification, but literally also meaning to reverse things. adidas originals wanted to use this occasion, not only to remind the world of Germany’s most important historical event, but also to draw attention to the walls, that divide the world to this very day: the walls in peoples heads. But there are people who strive to break down these walls. To celebrate these modern wallbreakers – artists, musicians, and athletes – adidas originals created a unique piece of apparel. The adidas Wendejacket. Its reversible design turns the jacket into a symbol of change. Its orange side depicts facts, figures and an actual piece of the Berlin Wall to turn a piece of apparel into a piece of memorabilia. Its black side brings together what should never have been divided: the streets of Berlin. With its strong motto “breaking walls”, the jacket motivates all of us to overcome obstacles of racism, hate and discrimination. And this is how adidas, as a german brand, shows that is time for a change again. Right now.