For the launch of their new CHILE 20 collection, adidas originals selected 84.Paris, an agency positioned towards new generations, and their pop and street culture inspirations. To launch the new line, an updated version of the iconic line of CHILE 62 tracksuit, 84.Paris designed “Cities Made To Create”.
A print and digital campaign, “Cities to Create” features 2 emerging rap artists, Oboy and Kojey Radical, and the hometown cities that inspired them, Paris and London, respectively, breeding grounds for rap and street-culture. A tribute to these two cities, the campaign unveils the CHILE 20 collection as the symbol of a new generation of artists, attached to their roots as permanent sources of inspiration.
Through a 2-minute film, Oboy and Kojey Radical share their most intimate connections with their hometowns. Oboy, in Villeneuve-Saint-Georges in the suburbs of Paris, explains how this “grey”, “ugly” and yet vivacious setting constantly influences his music. Kojey Radical takes us into his neighbourhood, Hoxton, to talk about the fashion, street art and energy of the place that made him who he is, and still inspires him. He also opens the doors to the “Concorde Youth Center” where he forged his musical talent and where he continues to inspire the youth of the neighborhood.
“Cities Made To Create is an authentic immersion into the raw, urban atmosphere of Paris and London” explain Hervé and Olivier Bienaimé, the twin Co-Presidents and Creative Directors of 84.Paris. “Far from tourist clichés, this campaign is about roots, street culture, and the energy of cities as sources of inspiration. Oboy and Kojey Radical embody this new generation of rappers who, far from forgetting where they come from, pay tribute to all that built them up.”
The outdoor campaign launches in Paris on London, and social media and YouTube, starting Feb. 14 and will run through mid-March.
About Kojey Radical
Born in London, of Ghanaian descent, Kojey has navigated the underground with insightful and acclaimed projects tracing his own identity as he builds visual narratives themes on depression, love and God. Last month, Kojey Radical announced his first North American tour FEELS LIKE CASHMERE.
About Oboy
From Villeneuve-Saint-Georges near Paris, OBOY talks about the street, about his crew, about sadness, and confides in a somber daily life from which he gradually emancipates himself, without however succeeding in detaching himself from it entirely. Launched this summer, OMEGA is his first album.
Credits:
— Brand : adidas originals
— Brand Manager : Julia Ammor
— Agency : 84.Paris
— Launch country : Europe
— Creative Directors : Olivier Bienaimé, Hervé Bienaimé
— Creatives : Martin Dhote, Maixent Viau
— Strategic Planning : Nicolas Camillini, Charlotte Faure
— Agency Management : Arnaud Depaul, Shirley Halimi, Quentin Ellow
— Production : Bande Magnétique
— TV Producer : Pierre Otmanine
— Director : Killian Lassabliere
— Photographer : Manuel Obadia
About 84.Paris
84.Paris is an independent advertising agency that helps brands communicate with new generations. The agency, which counts a team of 35, has received several Cannes Lions including the 2016 Digital Craft Grand Prix (Because Collection), 1 gold and 3 silver, and continues to emphasize its creative positioning.
84.Paris works with, among others, Ubisoft, Facebook, Google, Louis Vuitton, BMW, Nokia, Diesel, Comme des Garçons, Greenpeace and Action Against Hunger. The agency helps brands with strategic positioning, delivering innovative campaigns across all points of contact (social media, retail, TV, press). “We’re inspired by the pop culture (cinema, series, music) we come across every day in order to help our clients adhere to cultural codes and the digital uses of new generations,” explains Hervé and Olivier Bienaimé, 84.Paris’s twin Co-Presidents and Creative Directors.
About the Author
Theda Braddock is an American who lives and works in Paris. She helps agencies develop their communication and promote creativity, and writes for several publications when she has time.
