Towards the end of 2013, Adidas Originals and Sid Lee took their ‘Unite’ campaign to its big finale. At the time, Run DMC were rumoured to be re-forming. We seized the chance to team them up with turntablist A-Trak, a move that allowed us to appeal to two generations of hip-hop fans, merging the brand’s past with its future. Alongside making a new video for Run DMC, we created the world’s first voice-search activated film with Google. We knew the campaign’s interactive aspect would be especially important for engaging with our target audience of young people aged between 16 and 23.
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