For the launch of adidas GLITCH’s new football boot range, the ‘Prep Pack’, we needed to create a campaign that matched up to the brand’s unrivaled reputation for innovation, whilst driving app downloads and fame in London.
The pack was inspired by hard work, and we knew that in London, hard work and long hours on the pitch are rewarded with some serious play. So, we took GLITCH off the pitch and into a place our core audience of 14-19-year-old football playing Londoners associate with a post-match reward – the local takeaway shop.
Taking over a fast food restaurant in the heart of East London, we re-skinned the eatery entirely as GLITCH – rebranding every familiar touchpoint to create what felt like an authentic and legitimate takeaway shop, all laced with GLITCH product, exclusive apparel and even a secret performance from North London’s own drill rapper; Headie One.
This wasn’t just an event though.
A teaser campaign called it to action in the days before, by intriguing consumers with an unusually slow paced and abstract film that played out across the Instagram stories of adidas London, Premier League club players and Headie One’s channels. Intentionally rubbing up against the content that our audience is used to seeing, and all of it driving ‘swipe up 2 sign up’ (app downloads and event registrations). And on the day, we challenged the GLITCH community to race down to the shop to win a free pair of boots.
We tied it all up with a part event wrap film, part product ad, that seamlessly brought together our Prep Pack product story, the GLITCH community and GLITCH’s irreverent expression, and much talked about, Takeaway Takeover.