How to do it when Adidas' online campaign requires manual work on hundred-year-old machines?
We are pleased that even modern campaigns based on influencers cannot do without classic craftsmanship. And even more so, we helped with the introduction of Adidas' new Ultraboost 21 running shoes.
Big brands do not sleep during lockdown. And their influencers don't have a break either, because when it comes to focusing on online campaigns and e-commerce, the role of online ambassadors in sales promotion grows significantly. However, we were surprised that VMLY&R requested our hundred-year-old machines for the Adidas contract. However, it was a campaign for a new model of running shoes Ultraboost 21, which would not be possible without honest manual work. Thank you for the first exciting order this year!
When entering, everything was explained. In order to send the new shoe model to influencers, it was necessary to make a gift package – this included a hand-sewn book in addition to the shoes. To add weight to the shipment from the world-famous brand, we have constructed a robust packaging made of thick cardboard. The unique high-tech design of the running shoes was underlined by an industrially durable cover made of lacquered black Eurobuckram canvas from Germany, with carefully coloured screen printing graphics from the Pantone stencil. The accompanying publication with a humorous list of 21 reasons not to go jogging, we proposed to stitch in the back in the classic way of thread due to the small extent. However, we then glued the sheets into plates of 3mm thick cardboard and canvas, which raised the relatively small booklet to the level of a solid book, as we like it.
As is often the case with orders for world brands, the time for production was gallows and did not allow any mistakes and the possibility of repairs. But we are used to it, in addition, we were helped a lot by the great communication with the VMLY&R agency. It was nerve-wracking, but once again we verified that the unique solution suits us best. Standard orders will only partially use our knowledge of materials and construction technologies, and the production team is disappointed that its flexibility has remained fallow. Do you have a demanding assignment? We're looking forward to it, even if you're not Adidas! Hasslers.
