The brief was to build excitement around the new reflective adidas ultraBOOST Xeno shoe. The challenge was achieving cut through with runners and sneaker-heads that are inundated with new silhouettes, colourways and collabs on a daily basis.

All with a limited budget and only two weeks to deliver and execute a concept.
So we crafted a social campaign exclusively in Instagram Stories, that revealed the new Xeno technology and allowed the users to design their own pair of Xeno Ultraboost - purely using Instagram Stories' poll functionality.

We developed the concept, produced assets, launched the campaign, and revealed the final shoe design - in just a week from the Poll functionality being announced by Instagram.
When live, the Poll allowed people to vote on every aspect of the shoe from the sole to the laces. Participation was incentivised by the opportunity to win one of 50 of the final limited edition shoes. But they had to be quick. Like every story, it disappeared after 24 hours.
ECD: Gareth Leeding
Creative lead: Doug Stewart
Photographer: Elliot Wilcox
Client: Adidas
Client Services: Will Fielder
Producer: Sophie Fitzgerald
Design: Hashmukh Kerai & Georgie Yana

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