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  • SUB CATEGORY :
    BEST NEW PRODUCT LAUNCH/RE-LAUNCH
  • COMPANY ENTERING :
    TAPROOT DENTSU, MUMBAI
  • ENTRY TITLE :
    ADIDAS ODDS
  • BRAND :
    ADIDAS
  • ADVERTISER :
    ADIDAS INDIA
  • AGENCY :
    TAPROOT DENTSU, MUMBAI
  • CHIEF CREATIVE OFFICER :
    SANTOSH PADHI/AGNELLO DIAS
  • EXECUTIVE CREATIVE DIRECTOR :
    SANTOSH PADHI/AGNELLO DIAS
  • CREATIVE DIRECTOR :
    SANTOSH PADHI/AGNELLO DIAS
  • COPYWRITER :
    PIYUSH GUPTA/APOORVA JAIN/SANTOSH PADHI
  • ART DIRECTOR :
    SANTOSH PADHI/SHRADDHA JAGTAP/SHIVAM INGLE
  • ACCOUNT DIRECTOR :
    UMESH SHRIKHANDE/AYESHA GHOSH/GARGI RAJU/RADHIKA SAHA
  • MEDIA :
    CARAT
  • MEDIA & DIGITAL :
    ISOBAR
  • FILM PRODUCTION COMPANY :
    NOMAD FILMS INDIA, MUMBAI
  • DIRECTOR :
    VENEET RAJ BAGGA
  • D.O.P/CINEMATOGRAPHER :
    TASSADUQ HUSSAIN
  • GAFFER :
    RAVINDER (FLAMINGO)
  • EXECUTIVE PRODUCER :
    ANJU VASWANI
  • FILM PRODUCER :
    MANJULA MOSES
  • HEAD OF PRODUCTION :
    RIYAZ MEMON
  • PRODUCTION DESIGNER :
    MIHIR & MANDIRA
  • POST-PRODUCTION COMPANY :
    FAMOUS HOUSE OF ANIMATION, MUMBAI
  • EDITOR :
    SWATI SINGH
  • COLORIST :
    NAVIN SHETTY
  • FLAME ARTIST :
    ABHIJIT DEBNATH
  • POST PRODUCER :
    MANJULA MOSES
  • POST PRODUCTION ASSISTANT :
    ANKUSH SINGH
  • SOUND PRODUCTION COMPANY :
    OCTAVIOUS STUDIOS, MUMBAI
  • SOUND DESIGNER :
    RICHARD FRANCIS
  • MUSIC COMPOSER :
    DEBASHISH SHOME
  • THE BRIEF :
    IN THE LIGHT OF RIO PARALYMPICS 2016 THAT WERE ORGANIZED AT A MUCH SMALLER SCALE THAN OLYMPICS, ADIDAS WANTED TO RAISE AWARENESS ABOUT HOW THERE IS A NEED TO EVEN OUT THE ODDS FOR PARA-ATHLETES ACROSS THE WORLD.
  • THE STRATEGY :
    ADIDAS IS A BRAND FOR AND BY ATHLETES WITH A SIMPLE YET POWERFUL PHILOSOPHY OF "NO ATHLETE LEFT BEHIND". IT SEEMED WELL PLACED TO CONTRIBUTE TO THIS NEW REALITY ‘ADIDAS ODDS’ SIMPLY LOOKED AT LEVELING THE PLAYING FIELD. BUT BEYOND THAT, IT WAS ABOUT GIVING ALL SPORTSPEOPLE THE RESPECT AND OPPORTUNITY THEY DESERVE PURELY BECAUSE OF THEIR LOVE FOR WHAT THEY DID. WITHOUT DISCRIMINATION.
  • THE EXECUTION :
    WE CREATED A SPECIAL PAIR OF SHOES CALLED ‘ODDS’ THAT HAD A PAIR OF 2 LEFTS OR 2 RIGHTS THAT PARA-ATHLETES COULD CHOOSE FROM. SO INSTEAD OF GIVING THEM ONE SIDE OF THE SHOE THAT’S USELESS, THE UNIQUE SHOE BOX HAD ANOTHER SIDE OF THE SHOE THEY REALLY NEED. ODDS COULD’VE ALSO BEEN A PACK OF 1 SHOE PRICED AT 50% LESS BUT THE IDEA WAS TO GIVE THEM ONE MORE AND NOT REMIND THEM THAT THEY HAVE ONE LESS. THE TV/DIGITAL/RADIO/PRINT AND OUTDOOR HELPED PROMOTE THE ODD PACK
  • THE RESULT :
    ODDS BECAME THE MOST TALKED ABOUT CAMPAIGN DURING THE PARALYMPIC PEOPLE STARTED PARTICIPATING IN THE DISCUSSION ABOUT THE NEED TO EVEN OUT THE ODDS. BESIDES BLOGGERS, DIGITAL COMMUNITIES AND MEDIA, EVEN SPORTS STARS AND CELEBRITIES TOOK PART IN THE CONVERSATION. WITH OVER 5 MILLION VIEWS IN A WEEK. 1.5 MILLIONS LIKES. GENERATING PR WORTH 9.5 MILLION DOLLARS FOR FREE. CREATING OVER 27 MILLION MEDIA IMPRESSIONS GLOBALLY. WEBSITE SAW A 24% JUMP, AFTER THE SUCCESS OF THE CAMPAIGN ADIDAS PLANS TO GLOBALLY INTRODUCE ODDS AS A VARIANT FOR ALL THEIR PRODUCTS.