SUB CATEGORY :

LAUNCH/RE-LAUNCH

COMPANY ENTERING :

HAVAS MIDDLE EAST, DUBAI

TITLE :

ADIDAS SUPERSTAR RAVI'S

BRAND :

ADIDAS

ADVERTISER :

ADIDAS

AGENCY :

HAVAS MIDDLE EAST, DUBAI

GENERAL MANAGER :

FABIO SILVEIRA (HAVAS MIDDLE EAST)/
DANA TAHIR (RED HAVAS MIDDLE EAST)

EXECUTIVE CREATIVE DIRECTOR :

JOAO MEDEIROS

CREATIVE DIRECTOR :

RUSTY BEUKES (RED HAVAS MIDDLE EAST)/
ANSHUMAN BHATTACHARYA (HAVAS MIDDLE EAST)

ART DIRECTOR :

MOEMEN METWALI/ALICIA MCBRIDE

AGENCY PRODUCER :

AHMED RASLAN (CONTENT CREATOR)

ANIMATION SPECIAL EFFECTS :

MISK AL FEIKAIKI

SENIOR COMMUNICATIONS DIRECTOR :

RAZAN KARIM (RED HAVAS MIDDLE EAST)

SENIOR COMMUNICATIONS EXECUTIVE :

SANDRA JARJOURA (RED HAVAS MIDDLE EAST)

PR AGENCY :

RED HAVAS MIDDLE EAST, DUBAI

FILM PRODUCTION COMPANY :

SWEETWATER, DUBAI

GROUP ACCOUNT DIRECTOR :

WILLIAM MCFADDEN

SENIOR ACCOUNT MANAGER :

JAKKE DEBRUNYE

ACCOUNT MANAGER :

REBECCA WHITE

CAMPAIGN SUMMARY :

Brand collaborations have always focused on partnering with musicians, artists, or other iconic brands. But when it came to Dubai, we chose to collaborate with a community made up of over fifty nationalities.

Instead of partnering with artists or musicians that represented this diverse community, we collaborated with the one place that has been their sense of home for 42 years. A little restaurant called Ravi.

We turned this four-decade old local Dubai restaurant into a global pop culture phenomenon by redesigning the iconic adidas Superstar sneakers to create the SUPERSTAR RAVI’s.

THE BRIEF :

Brand collaborations have always focused on partnering with musicians, artists, or other iconic brands. But when it came to Dubai, we wanted to represent the people of the city. A community that has called Dubai home for over four decades, made up of over fifty nationalities.

So choosing to collaborate with yet another artist representing these people just wasn't going to cut it. We needed to find a name to partner with that represented their history in the UAE, their way of life, and gave them a sense of home despite being far away from where they all originally come from.

THE STRATEGY :

As our objective was to create a collaboration that represented and celebrated the city of Dubai, we chose to go in the opposite direction of what the world is accustomed to seeing from this city.

We wanted to show the world a different, more authentic side of Dubai. Away from the glitz and glamour. The side of the city that belongs to people who have called it home for generations, even before the record-breaking skyline existed.

So, instead of following the rule book of brand collaborations that recommends partnering with upcoming artists or influential personalities to appeal to different communities, we turned one of the oldest and most iconic adidas sneakers into a celebration of the one place in Dubai that holds a special place in the heart of every resident. A small culinary gem, hidden away in the oldest part of the city - Ravi.

THE EXECUTION :

Taking every detail of the restaurant’s identity, and all that it means to the people who call Dubai home, we infused the essence of this community hub into every aspect of the shoes.

- The in-soles illustrated with the origins of the Ravi.

- A completely new shade was created to match the colour of the uniforms worn by the restaurant's waiters and staff.

- The adidas Originals logo was replaced with the original Ravi logo from when it first opened

-The menu which hasn’t changed in 40 years, was printed on the tongue of each shoe.

Every addition was meticulously done to turn the love people have for this humble restaurant into an ownable, and wearable statement.

THE RESULT :

-Stocks sold out in 15 minutes on the adidas online store
-The physical flagship store broke the record for the longest line seen in Dubai
-Shoes started being resold on aftermarket sites for over hundred times the original price
- +32.3M social reach
- +$6.7M PR Value
- 646M PR Reach