Idea: Unlock Speed

adidas asked us to create an activation concept and social engagement strategy for the Stadium Series that clearly connected the adidas Hockey brand with the NHL, and activated the two cities participating in the game.

adidas asked us to create an activation concept and social engagement strategy for the annual Stadium Series game.

Campaign

Think

adidas Hockey – and their adizero pro jersey – represent speed and creativity. The NHL Stadium Series game, unlike other heritage-themed outdoor games, celebrates the future or the sport. We merged both worlds by creating a dystopian futuristic short film that grabbed the attention of Maple Leafs and Capitals fans everywhere.

Design

The goal was to translate the established video aesthetic and storyline into a successful social media engagement that would activate fans in Toronto and Washington D.C.

The video ended with instructions to visit UNLOCKSPEED.COM, a temporary website that was password protected. The site drove fans to Twitter where they were met with clues from adidas Hockey detailing how to unlock the website and potentially, a trip the Stadium Series game.

Using the hashtag #UnlockSpeed, clues were revealed over the course of four days and engaged fans in a digital scavenger hunt for the code.

Make

The dystopian future concept was brought to reality when we created an environment filled with smoke, custom-fabricated hero platforms, static TV screens and deliberate lighting.

Impact

Four lucky fans (two from Toronto and two from DC) won a trip to the Stadium Series game. The winners were selected, confirmed and transported from their respective cities – all within one week – to attend the game in Annapolis, MD. Once there, the fans were greeted by an on-site activation hosted by adidas, creating an experience they won’t soon forget.

Experience Design

Activations & Engagements

Content Design

Copywriting
Photography
Videography & Editing
3D & Motion Design
Interactive & Digital
Social & Campaign

Production

Site Surveying
Keylining
Retouching
Prototyping
Installation