The challenge was to launch the next colourwave of the Crazy Chaos trainer for Adidas, in collaboration with JD. With the aim to produce key creative visuals to be used in retail at JD sports and on JD social channels.
Insight - The ugly chunky trainer trend represents the ugly world it lives in.
Strategy - To make people care about their future as much as the way they look.
Proposition - It’s going to get ugly
BIG IDEA - IF YOU WANT CHANGE, INVITE CHAOS
JD and Adidas will use Crazy Chaos as a way to promote looking good whilst also doing good.
This will be found scrunched up inside a newly bought pair of shoes. It aims to inspire the owner to stand for what they believe in, wearing their new pair of shoes with pride, with a fresh chance to want to make a difference. It also gives the customer a ticket to a Crazy Chaos' Move(event) for change, which will be touring around the UK.
Move(event) for Change UK tour poster
The ‘Move(event) for Change’, hosted by Crazy Chaos will tour across the UK, hosting Grime and House artists throughout the night. Tickets can be bought online or found in newly bought Crazy Chaos shoes. With passionate speakers talking throughout the evening about how they've had their voice heard and telling inspirational stories about what a difference it can make. Audience members will also be given the chance to speak about their own experiences and share thoughts, giving them the chance for their own voices to be heard.
The move(event) will tour across the UK so everyone has the chance to experience a good night, whilst leaving inspired to have the confidence to stand up for change.
