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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Category
Social Engagement / Community Building
Annual ID
OS_SM17075M
About the Work
adidas neo fans are mobile-first and demand a voice. So when briefed to create an innovative global activation, we launched #myneolabel on Snapchat. We launched a film featuring ‘white looks’. Using Snapchat’s native doodle tool, budding designers were invited to create, edit and win the chance to wear their own fashion designs. Entries from the neo community flooded in and winners were flown to adidas HQ alongside social influencer Peyton List to have their designs turned into real collection items. We turned our audience from consumers to collaborators, celebrating the ingenuity and creativity of the adidas neo community, hacking the world’s fastest growing platform to create a fashion line powered by the people who wear it.
2017 Awards
Total Points: 5
Merit
Credits
Agency
Iris / London
Production Company
Skunk London / London
Framestore / London
Designer
Benjamin Spencer
Executive Creative Director
adam fish
Agency Producer
Jessica Reynolds
Creative Team
Matthew Carter
Jonathan Wedlake
Amy Hyman
Polly Barnes
Simone Botherway
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