O’Hare: Estamos dispuestos a asumir riesgos para seguir desafiando el statu quo
Johannes Leonardo, Global Creative Agency of record for Adidas Originals, took home Grand Prix at the Cannes Lions Festival in the Entertainment for Music category for Original is Never Finished. The campaign, led by a 90-second spot featuring Snoop Dogg, Petra Collins, Dev Hynes, Kareem Abdul-Jabar and others, also picked up five Bronze Lions, including Global Creative Effectiveness; Film Craft: Use of Licensed/Adapted Music and Production Design/Art Direction; Entertainment: Talent: Integrated. The agency and Originals took home a fifth Bronze Lion for the adidas Originals Alexander Wang collaboration in the Media category under Integrated Talent.”This is an exciting and historic time for Adidas Originals” said Alegra O’Hare, VP of Global Communications, Adidas Originals and Style, and Cannes Lions Jury Member. “Through strength of openness with our collaborative partners, this week, we were able to pull back the curtain and reveal that we don’t have all of the answers but we are willing to take risks to continue to challenge the status quo. Reworking a classic song for our brand campaign to make it feel new again and the courage to challenge what it means to be original together with the innovative way we chose to launch our new collection with Alexander Wang, only serve to validate that our momentum is catching. We are so grateful to be among the creatives who are shaping culture and to be honored by this community.” The agency hosted a talk on the main stage at the Grand Palais featuring Johannes Leonardo, Founding Partner and Creative Director; Ferdinando Verderi, Adidas Global Creative Director; Paul Gaudio, Fashion Designer and Adidas Originals Collaborator, Alexander Wang and former world tennis champion and namesake of the brand’s bestselling shoe of all time, Stan Smith. The panel, led by Verderi, discussed the notions of originality, its role in the creative process and how brands can rally a community of creatives behind its mission.
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