Challenge

“Unite All Originals”, the idea that originality compounds when originals collide, needed a second act after the Run-DMC and A-Trak campaign. It also needed local proof to be an authentic voice in ANZ.

Strategy

The next move was to stop talking about collaboration and commission it. Three pairs of acts were brought together, with a content platform built around them in partnership with Vice's Noisey channel.

Creative

Each pair produced an original track and a short behind-the-scenes documentary. Two of the three tracks were picked up by Triple J - among them The Doqument vs Surf City, the project's quiet standout tack.

Results

The platform delivered three new songs, three short films, and rare national radio play for a sportswear-funded music project - closer to a label than a campaign, solidifying adidas’ authentic place in creative culture.