Amsterdam-based agency TBWANEBOKO, creative partner of global adidas Running, helped create a global campaign for the latest UltraBOOST running shoe and an activation that raises awareness for the threat of marine plastic pollution. Eight million tons of plastic ends up in the ocean every year. Adidas believes that, through sports, we have the power to change lives and also the world. The sports brand puts those words into action again this year with the FW18 UltraBOOST Parley. The shoe’s upper knit is made of Parley Ocean Plastic™, a proprietary textile made from recycled plastic retrieved from coastal communities and beaches. Each pair prevents approximately 11 plastic bottles from entering the oceans. Adidas has been working with Parley for the Oceans, an organization that raises awareness about the beauty and fragility of the oceans, since 2015.
To help support the launch of the UltraBOOST Parley TBWANEBOKO partnered with production house Psyop and animation studio Golden Wolf to create this stop-motion animation piece in which the upper knit is used as a canvas. On it the creation story of the UltraBOOST Parley is told through beautiful embroidery. The content is being rolled out through adidas channels in cinemas, online video and social channels.
Marco Spier of Psyop directed the video.
Credits
Client adidas Agency TBWANEBOKO, Amsterdam Production Psyop Marco Spier, director; Neysa Horsburgh, managing director; Shannon Alexander exec producer; Amy Fahl, head of production; Christian Bach, head of VFX; Jonah Friedman, R&D; Dorian Douglass & Paul “Pizza” Pianezza, producers; Pakorn Bupphavesa, technical director; Thomas Panayiotou, 2D lead; Donna Denison, Eric Schmidt, Pedro Lavin, Kyle Fewell, Samrath Kaur, designers; Carl Mok, Thao Dan Nguyen Pan, Thomas Panayiotou, Nuke compositors; Brett Nicoletti, Mike Hackett, editors; Oliver Castle, Alvin Bae, Chris Santoianni, Carl Mok, Thao Dan Nguyen Pan, lighters. Animation Golden Wolf Ingi Erlingsson, creative director; Dotti Sinnott, exec producer; Tania Baptista, head of production; Stefan Falconer, art director; Charles Bigeast, Nick Stoney, designers; Thom Eide, lead animator; Tim Whiting; Eliot Ruocco-Trenouth, animators; Ana Hoxha, production assistant.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
