Adidas wanted to use their sponsored assets to engage their key target demographic in London - 14 to 19 year olds. The campaign helped Adidas to mark one year to go to London 2012 Olympic Games in a way that differentiated them from other sponsors whilst staying true to their brand image.

To engage their key target demographic in London

H+K London enlisted the help of Snoop Dogg, Warren G, world champion triple jumper Phillips Idowu and GB Basketball players, to create a hero piece of content that spoke to the adidas demographic about the Olympics, in a relevant and engaging way. A two-minute viral film was seeded ahead of the Olympic milestone, supported through photography, behind the scenes video, media interviews and an extensive social media campaign.

The video was the most viewed sports video on YouTube on July 27, and the second most watched video on YouTube that same day. It received 160,000 views on the platform in 30 hours and 312,000 views in 7 days. Through utilisation on adidas sports marketing assets on social media the campaign reached over 28million people and traditional PR coverage reached over 260million.