In 2016, Ludwig activated and organised its expert teams of Collabs, to define, create and produce a Global Activation Campaign for adidas. A multi-channel and multi-market campaign including international athletes, brand ambassadors and key influencers. #claimfreedom campaign offered the outdoor communities a unique opportunity to realise their dream projects, with the brand’s support. Among hundreds of submissions, seven were selected and produced around the world, and one lucky winner became adidas new brand ambassador. To share their dreams with all the world, a final movie and four episodes were released online and through festivals.
Philosophie
The big idea: challenge the Outdoor Community to share their most courageous, most thrilling ‘dream projects’ and get the chance to realise one of them. Enter CLAIMFREEDOM, a global experiential activation, built through six key phases over 16 months, and activated across multiple channels, including digital and social media platforms adidas.com/claimfreedom, YouTube, Instagram, Facebook and Twitter.
Problem
The goal: engage and recruit a new breed of brand ambassadors and admirers of adidas TERREX who view the world as their open playground and push beyond their limits. Ludwig activated its global community of creative and strategic experts to bring CLAIMFREEDOM to life.
Ergebnis
More than a campaign, CLAIMFREEDOM documented the gripping and exhilarating journeys by some of the world’s most ambitious and courageous athletes. A community of thousands shared in the experience of seeing dream projects become reality.