adidas / الإمارات / 2024الإعلانات الخارجية · التجارب الحيّة · التواصل الاجتماعي
The Desert Runner.
To launch the Adizero Desert Runner shoe, adidas had earth artist David Popa carve a 100-metre artwork into the dunes, made over 11 days in the same heat runners face.
- العلامة التجارية
- adidas
- الوكالة
- Havas Middle East
- السوق
- الإمارات
- المنطقة
- الخليج
- السنة
- 2024
التحدي
Sports brands in the Middle East usually market indoor fitness and avoid the heat. adidas wanted to treat the desert as a challenge runners could take on.
الفكرة
Havas Middle East worked with David Popa on a 100-metre artwork visible only from one dune. Runners from the community were taken to see it at the reveal, and aerial footage, influencer content and athletes' stories carried it online.
النتائج
- 15 million+ organic reach and 800,000+ engagements, according to the Dubai Lynx entry
- The first batch of shoes sold out shortly after launch, the entry says
مصدر دراسة الحالة: Dubai Lynx (Love The Work) المصدر ↖
الجوائز
- Dubai Lynx 2025Industry Craft – Art Direction: Outdoorفضية
فريق العمل
- الوكالة الإبداعية
- Havas Middle East
- الإنتاج
- VIP Films
- العلاقات العامة
- Havas Red
- Additional company
- Havas Play
- المدير العام، Havas Middle East
- Fabio Silveira
- المدير الإبداعي التنفيذي، Havas Middle East
- Leonardo Borges
- المدير الإبداعي للمجموعة، Havas Middle East
- Anshuman Bhattacharya
- المخرج، Havas Middle East
- Ahmed Raslan
- المدير الفني الأول، Havas Middle East
- Shalisha Hira
- المدير الفني الأول، Havas Middle East
- Sávio Hatherly
- كاتب الإعلانات الأول، Havas Middle East
- Samantha Pires
- كاتب الإعلانات الأول، Havas Middle East
- Rickie Cheyne
- Senior Editor, Havas Middle East
- Farah Mohamed
- Content Creator, Havas Middle East
- Kevin Mibzar Samuel
- Content Creator, Havas Middle East
- Abdulhamid Baabde
- المصوّر، Havas Middle East
- Ahmed Zaghloul
- SVP Strategy, Havas Middle East
- Alejandro Fischer
- مدير التخطيط الاستراتيجي، Havas Middle East
- Bruno Araldi
- Strategy Manager, Havas Middle East
- Mohammad El Tayech
- Client Services Director, Havas Middle East
- Selina Khiroya
- Senior Account Manager, Havas Middle East
- Mia Moussa
- مدير الحساب، Havas Middle East
- Dana Ftouni
- المنتج، Havas Middle East
- Alex Bianchini
- Social Media Director, Havas Middle East
- Ayah Mounzer
- مدير منصات التواصل الاجتماعي، Havas Middle East
- Dana Daoud
- Social Media Executive, Havas Middle East
- Bassam Dergham
- Community Manager, Havas Middle East
- Reem Dergham
- المدير العام، Havas Red Middle East
- Dana Tahir
- PR Senior Director, Havas Red Middle East
- Razan Karim
- PR Manager, Havas Red Middle East
- Ryan Costa
- PR Senior Manager, Havas Red Middle East
- Ahmed Yousif
- الرئيس التنفيذي للإبداع، Havas Play Paris
- Fabrice Plazolles
- المدير الفني، Havas Play Paris
- Quentin Clausse
- كاتب الإعلانات، Havas Play Paris
- Nil Niviere Schouvaloff
- Senior Manager Newsroom lead, adidas
- Ivan Delmakov
- Senior Director Brand EMC, adidas
- Eugene Karasev
- PR Manager, adidas
- Sarah Skaf
- Performance Manager, adidas
- Alex Fowler
- Senior Manager Brand Comms, adidas
- Ramy Camel-Toueg
- Senior Specialist, adidas
- Robert Mayuga
- الفنان
- David Popa
- Assistant Artist, David Popa
- Ryan Muir
- Assistant Artist, David Popa
- Uku Sakari
- المنتج المنفذ، VIP Films
- Martha Nassar
- Line Producer, VIP Films
- Luciana Boulos
- Location Manager, VIP Films
- Hani Khayyat
- Production Manager, VIP Films
- Gilbert Hajjar
- Production Manager, VIP Films
- Anna Krizia Delasantos
- Drone Artist, VIP Films
- Bachir Moukarzel
- المونتاج، VIP Films
- Nathalie Moussa
- Operations Director, Havas Middle East
- Frederik Lauridsen
