The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2017 One Show - Cross-Platform

Adidas Odds

Agency Taproot Dentsu / Mumbai

Client Adidas
BACK TO RESULTS

Annual ID

OS_CP17058M

About the Work

ADIDAS IS A BRAND FOR AND BY ATHLETES WITH A SIMPLE YET POWERFUL PHILOSOPHY OF "NO ATHLETE LEFT BEHIND". WE CREATED A SPECIAL PAIR OF SHOES CALLED ‘ODDS’ THAT HAD A PAIR OF 2 LEFTS OR 2 RIGHTS THAT PARA-ATHLETES COULD CHOOSE FROM, ODDS GOT LAUNCHED DURING THE PARALYMPIC 2016 WITH MAJOR D. P. SINGH AS THE PROTAGONIST (A WAR VETERAN AND INDIA'S FIRST BLADE RUNNER) THE CAMPAIGN GOT PROMOTED THROUGH TWO TV/DIGITAL FILMS, FOLLOWED BY RADIO,PRINT,OUTDOOR, ACTIVATION. ODDS BECAME THE MOST TALKED ABOUT CAMPAIGN DURING THE PARALYMPIC. WITH OVER 5 MILLION VIEWS IN A WEEK. 1.5 MILLIONS LIKES. GENERATING PR WORTH 9.5 MILLION DOLLARS FOR FREE. CREATING OVER 27 MILLION MEDIA IMPRESSIONS GLOBALLY. ADIDAS PLANS TO GLOBALLY INTRODUCE ODDS AS A VARIANT FOR ALL THEIR PRODUCTS.