Adidas leads the trend of the mainstream of international society. Adidas is equal to the sport. Adidas is similar to attitude. Addict to Adidas. We used a television commercial as our only promotion item. Let the audience understand addicts are not that bad.
However, when you are addicted to the sport, you non-stop do exercise. Do not lie to yourself. You are addicted to Adidas! You are an addict to sport! Just because society has a negative thought to the word "Addict". We are going to change the viewpoint of the masses. Addiction is not terrible— addicted to Adidas.
The inspiration comes from participating in the young star of the South Korean advertising design competition in 2017. During the review stage, I asked the judges how they think about the integration of art and advertising. He hesitated and felt a sense of helplessness.
[Addiction] represents the fullness of life. But, unfortunately, modern people live very clearly and confusedly, just like the 71st Palme d'Or "Burning"-lonely and helpless.
[Addiction] represents the fullness of life. But, unfortunately, modern people live very clearly and confusedly, just like the 71st Palme d'Or "Burning"-lonely and helpless.
We cannot escape the status quo.
In the end, the night that belongs only to you will become boring, and the night will eventually die.
Maybe Adidas can help you, but it's just out of the water to catch a breath, and then continue to pray that you can become a fish one day.
This video is the final answer.
This is a stream of consciousness video, which is rarely seen in advertisements. In traditional advertising, people tend to understand works easily. Make it easier for people to understand the concept of the brand. But the stream of consciousness video encourages people to think, have their answers to the work, and satisfy the audience's curiosity. There is not necessarily only one answer. I hope that different directions of expression can appear in advertisements. How to balance commercial works and artistic works I believe this will be a big problem. Maybe this is an unrealistic idea. But I am sure that the aesthetics of advertising will not completely obscure art because of its commercial nature.
Aesthetics and commerce can coexist.
