Case Study

Client: ADIDAS
Project: ORIGINALS LONDON

Print and digital publishing project in
partnership with HUH. Magazine, an online
style, culture and music platform.

CONCEPT

The recent resurgence of free printed newspapers as an information source amongst a young creative London community gave the perfect vehicle through which to start the project – a ‘Neighbourhood’ broadsheet style paper.

Partnering with HUH. Magazine - a leading arts and culture website run by a young editorial team based in East London – to produce the newspaper and create and present the digital content.

The newspaper featured 20
emerging talents from across
the city, representing art,
graphic design, music, food,
spoken word and photography.

The accompanying interviews explored
the featured creators work and the role
that their respective neighbourhoods
have played in their creative development.

Real Gold collective shared their ambition to bring fun to food in Haggerston, rising photographer Charlotte Rutherford shot the publication’s vibrant blue profile imagery, FAM DJs Larry B and Rivah talked about their love of Peckham and – inspired by quotes from the group - spoken word artist George the Poet wrote a poem encapsulating the spirit of London.

10,000 free copies of the ‘Neighbourhood’ newspaper were printed and distributed in selected coffee shops, venues, bars, boutiques and restaurants in and around the neighbourhoods of London

DIGITAL PLATFORM

The newspaper was supplemented by a digital platform featuring exclusive content dropped everyday throughout the campaign.

Each creator featured in the newspaper contributed supporting sharable digital content including short films, exclusive mixes, GIF artworks and photo galleries, which were revealed daily on a dedicated adidas Originals x HUH. Magazine website.

Dalston’s Kristina Records put together a playlist of their favourite records to come out of London this year, London-born but Melbourne-based Nic Hamilton premiered a new animated video piece, visual artist Rosanna Webster used a combination of collage and photography to produce unique graphic pieces.

AMPLIFICATION

The exclusive digital content
created by the contributors
debuted on the adidas Originals
Twitter channel, before
launching across HUH.
Magazine’s social channels.

In addition to the HUH. media partnership, a PR campaign secured coverage from a broad mix of style and culture titles including Dazed, Hypebeast, Complex, Sneaker Freaker, Nicekicks, SlamxHype, The Daily Street, Freshness Mag and InStyle London.

LAUNCH CELEBRATION

The content of the ‘Neighbourhood London’ newspaper and digital hub came to life at a launch party at the new Originals store in Foubert’s Place, where those featured were invited to co-programme the event for
300 guests.

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