TBWA chairman and chief creative officer Peter Souter has outlined the thinking behind the Adidas Jump Store, as part of The Drum's Dream Awards.
The latest in a line of creative luminaries to visit The Drum's resident psychiatrist, Dr Sarracenia, Souter described the vision that came to him to inspire the Jump Store, a pop-up shop where all the Adidas shoes were free – as long as you could jump the 10ft to reach them.
"I had this fantastic dream. Identical blonde twins brought me a brilliant idea of shoes floating far above the ground, where only very athletic, talented basketball players could get them. Suddenly the streets were filled with young people from Hackney fighting to get in the queue.
"And suddenly there were awards raining down on us – and money, fame and popularity," he added.
The film is part of a wider series created by Lost Boys, featuring creative visionaries including RKCR/Y&R's Mick Mahoney and BBH's Rosie Arnold discussing the inspiration behind some of their biggest campaigns. The campaign also features photography by the renowned Julian Hanford.
In a world of multiple channels and touch points, the best marketing is still defined by big ideas. With this in mind, The Drum has launched its Dream Awards. Judged by leading industry figures including Guy Duncan, global creative director at Coca-Cola, and Beattie McGuinness Bungay founder Trevor Beattie, the awards will recognise creativity across a number of categories, covering numerous sectors, verticals and channels.
The deadline for the Dream Awards is Friday 19 June. To find out more and enter the awards visit the dedicated website.