earned impressions in the first 48 hours
The Adidas NMD shoe line was designed for the Urban Nomad—creators who are always on the go, empowered and inspired by urban environments.
For the launch of the 3rd generation, Adidas needed a digital campaign that would match the speed of this target’s transient lifestyle.
Forever Developing is an integrated campaign taking place exclusively on Instagram, marrying film photography techniques with a mobile mindset.
In a docu-style content series, Firstborn followed two film photographers as they curated a collection of the tools they use to create—centered around a pair of NMDs. Each photographer’s narrative was broken into 5 chapters, released on Instagram Stories. A simple swipe up lead users to an interactive editorial that took them deeper into the narrative, the creative tools and the art of film photography.
To close out each story, Firstborn encouraged people to take a photo inside a custom 360° Google Street View experience and upload it to their own accounts for a chance to win our photographer’s collections.
To bookend the digital experience Firstborn invited fans to move from behind the lens to inside of it with installations of the world’s oldest camera: the Camera Obscura. The functional camera developed unique photos from the event and doubled as an event space to showcase the influencers’ collections.
Firstborn created a mobile-first campaign that increased awareness for the NMD launch and drove engagement with Adidas’ core audience resulting in over 10MM earned impressions in the first 48 hours, 7.1M video views and over 2,000 event attendees.
The shoe sold out in its first two weeks and the campaign was so successful that Adidas asked Firstborn to extend the creative from the original B2C audience to their B2B audience of retail partners.
Firstborn created two additional docu-series featuring new micro-influencers from Chicago and NYC, catered specifically for Champs and its social channels to promote the NMD launch in-store.
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
dentsu X: Sberbank
dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
GoalKeepers17: Rallying around Global Goals
As part of the UN's Common Ground initiative, all of its members have committed to raise awareness of its Sustainable Development Goals amongst businesses and consumers.
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong. This campaign drew attention to the subtle warning signs and actually saved a life.
Isobar & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
Isobar: General Motors
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.
Driving conversion by establishing Eurostar as Europe's most-loved travel experience, using market-leading data strategy that would enable us to create real connections effectively.
360i: National Geographic
Using voice technology to democratize veterans’ access to mental healthcare.
Firstborn created a mobile-first campaign that increased awareness for the NMD launch and drove engagement with Adidas’ core audience.
gyro: Snuffed Out Marine Life
The Surfrider Foundation ran a campaign to raise awareness of the issue of cigarette butt litter and the effect that this litter has on our coasts and waterways.
NBS created an online platform to connect blind people with companions which was designed to be totally accessible to the visually impaired and used native APIs from each device.
Grip: Testicular Cancer Canada
Grip invited Canadians to share their most hilarious, most mortifying stories to show that compared to lots of other stuff we all go through, talking to your doctor about your testicles is hardl...
Activating positive sales and trust in Arla's product by using media channels to emotional and engage the audience.