ABOUT

Brief:
Conduct research into product development and three-dimensional packaging. Create an innovative and highly desirable limited-edition packaging design based on the attributes and benefits of a distinct product. The packaging will tie in very closely with product development and you will be required to either manipulate an existing product or originate a new product and brand. The design of the pack is to be a crucial part of the product offering and enhance the brand equity.

Creative Rationale:
Adidas Originals have been around for a long time. The two defining shoes are the Superstar (1969) and the Stan Smith (1971). Though limited edition models have been released, both designs have remained almost entirely unchanged. In a world where fashion changes seasonally, it is staggering that Superstars have maintained their popularity. Why have they remained relevant and fashionable? How?Evolution. Natural selection favours genes that promote the survival of the species. Individuals born with a quality that improves their chance of survival are more likely to reproduce, imbuing their offspring with the genetics that increase the likelihood of them having offspring of their own. And so it goes. Crocodiles have remained genetically identical for millions and millions of years. When the first crocodilian waddled and waded, mammals didn’t exist. Humans only arrived 250 million years later. Crocodiles saw the whole thing happen.Jellyfish have remained unchanged for over 500 million years. Not bad, for an organism with no bones or brain. The only reason we can’t categorically prove that they go further back is because they can’t fossilise. InsightIf you are perfectly suited to your environment, you don’t need to change.CampaignWe have created a campaign, of which packaging is the key component. This way, the packaging does not have to try too hard to make sense because it is part of a greater narrative. The campaign includes print ads, window display, social media mockups and limited edition Adidas Superstars.We have included three survivors of the animal world over millions of years - snakes, crocodiles and jellyfish. Limited edition Superstars shall feature stripes inspired one of these animals. HeadlineNot everything needs to change.

Payoff:
Outlast. Survive. Thrive.

Packaging:
It retains the basic design of a standard Adidas Originals box, but is all white with embossed logos and stripes. The look is clean, premium and distinguished.The inside of the box is covered in the pattern that adorns the stripes of the Superstars you have purchased. Superstars are collectibles and their owners take pride in them. To acknowledge this, the lid folds out into a stand so that the shoes can be displayed when they are not on your feet. The body copy is located on the box, concealed by the lid. When it is removed, the body copy is revealed.

Print and Window Display:
The print ads and window display are segmented by three filters; sepia (1970s), slightly pixelated colour (late 80s/early 90s) and clear HD (2016). This is in keeping with the Adidas CI of three stripes, as well as illustrating that the shoes have remained the same since they launched, despite everything else changing. On the window display, the filters are applied to the window itself. If you walk towards the store from the left, you view the entire shoe through the sepia filter. Walk from the right and the whole shoe is viewed through a clear filter. This gives the display an interactive element.