Sneakers and Interactive Media Culture

Here’s a posting that I ripped from the Wooster Collective website. There’s been quite a bit of chatter on their site regarding how brands should and should not be assimilating graffiti and street art into their campaigns. A few weeks back, there was some public backlash over the Sony PSP campaign, but this most recent AdiColor campaign does a great job at ‘doing it right’.

Here’s how the campaign rolled-out. First, Adidas installed a number of pure white billboards, slightly branded with the adidas logo, to encourage heads to tag on the billboards. Several days later, a new billboard is layed on top of the old billboard. The main difference with the new billboard is that there are transparent aspects to it that allow the old tags to ’shine’ through on the new billboard.

It’s an absolutely brilliant campaign because it really tells the story of the AdiColor product in a simple, clear, and interesting manner. Bravo.