Adidas has stepped away from its celebrity endorsements for its latest Originals NMD campaign which centres on social media and features a series of huge interactive cubes placed in Europe’s biggest cities.
The German brand has partnered with Swedish digital agency Act Normal for a new advertising campaign to promote the latest collection of footwear from its recently launched NMD line.
Featuring nine large digital cubes in some of Europe’s largest cities including London, Barcelona and Berlin the interactive cubes will advertise the new footwear and connect each of the cities together in real-time.
The four interactive screens will advertise the new line by displaying photos which people have posted to Instagram using the #NMD hashtag.
The real-time aspect of the activation has prompted over 237,000 photos with the hashtag, reportedly reaching over two million people.
The campaign continues the change in direction which Adidas has adopted for its Originals campaigns which has been defined by its celebrity involvement which stars such as Kanye West.
Last month the brand launched a six day pop-up in a Shoreditch warehouse in a move intended to promote the launch of its NMD brand while also inspiring and celebrating London’s creative talent.