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adidas Odds

Award: Wood Pencil

Wood Pencil / Direct / Direct Product & Service / 2017

We created a special pair of shoes called ‘Odds’ that had a pair of 2 lefts or 2 rights that para-athletes could choose from. So instead of giving them one side of the shoe that’s useless, the unique shoe box had another side of the shoe they really need.
Odds became the most talked about the campaign during the Paralympic,
people started participating in the discussion about the need to even out the odds. With over 5 million views in a week. 1.5 million likes. Generating PR worth 9.5 million dollars for free. Creating over 27 million media impressions globally.

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