RUN FOR THE OCEANS
8 million tons of plastic ends up in the ocean every year. adidas believes sport not only has the power to change lives but also the world. adidas puts those words into action again this year with the FW18 UltraBOOST Parley. The shoe’s upper knit is made of Parley Ocean Plastic™, a proprietary textile made from upcycled plastic retrieved from coastal communities and beaches. Each pair prevents approximately 11 plastic bottles from entering the oceans.
To support the launch the UltraBOOST Parley we created an eye-catching animation. In the stop-motion video the upper knit is used as a canvas. On it the creation story of the shoe is told through beautiful embroidery.
In addition, we produced a global toolkit for Run for the Oceans. In the activation communities are called upon to unite in one movement to fight marine plastic pollution. To participate runners join on the GPS running apps Runtastic and Joyrun. Within one month more than 900,000 runners recorded over 12,000,000 kilometres.
THE ACTIVATION
On June 8th 2018 Adidas called upon the world to ‘Run for the Oceans’. This rallying cry introduced a running shoe made of upcycled marine plastic and united 924.237 runners into one movement against plastic pollution. By June 12th they clocked 1 million KM together, resulting in a $1 million investment for Parley. And on the final day, July 8th, they amassed 12,402,854 KM.
Participants donated their kilometers on the GPS tracking apps Runtastic and Joyrun. Runs were clocked by individuals over the course of 30 days and at events in 23 cities. It didn’t matter what brand you wore, if you ran a quick 3K or an entire marathon, every kilometer counted towards saving the oceans.
Creatives: Benjamin de Villiers & Andrew Maaldrink
Production: Psyop, Snowbeach (Ryan Sanchez) & Golden Wolf
Cannes Lions: Entertainment for Sports - Shortlist
Campaign US: Top 10 Marketing Disruptors
Shots Awards: PSA Campaign of the Year - Shortlist
