Adidas - Collaboration Action Plan/Chosen Idea

Why an app?

The idea for the app came from the basis that the response to the brief should be rooted in life transforming nature of sport and the potential for sport-based activities to impact on the city. Running, walking and cycling are the most popular activities that someone can take part in in the city center. Through creating an app that benefits both of these we are responding successfully to the brief, which should be targeted towards 17-25-year olds; a key demographic for app users. The use of an app also make the response accessible to the widest audience possible.

What is the problem? 

1. London pollution is the highly polluted and needs to be addressed.
2. Making it healthier to take alternative routes, avoiding the amount of pollution that is taken on.
3. Make sport a catalyst for change, with an innovative Adidas product, service or brand experience, aimed towards 17-25-year-olds. 
4. The idea must be rooted in the life-transforming nature of the sport, or you could explore the potential for sport-based activities to impact on other city issues.
5. Needs to be big bold and able to make a change.
6. London’s issues considered.

We intend to:

INFORM - let the audience know the highest polluted areas of London and show how they are victims of the air pollution, by being part of this app they would be part of reducing it.

PROMOTE - healthy lifestyle, Adidas as a brand

PERSUADE - the audience to take a healthier route benefiting themselves and the city

A group of 17-25-year-olds living in the chosen city (LONDON).

To:

Use a platform that enables the audience to run/walk through less polluted areas of London to get to one place from another.

Encourage their associates to move away from pollution emitting forms of transport to walk/run, which of course is sponsored by Adidas.

In order to produce this, we will…

Create an app devised towards the target demographic in keeping with the visual literacy associated with sports, and the brand identity of Adidas. The app will use modern technology to create live fed information on pollution and routes to the audience and have an incentive-based rewards system, in keeping with the brand's incentives given to other key demographics.

This will be produced using…

• Storyboards
• Illustrator
• Adobe XD

Action Plan: 

1. Initial ideas
2. Initial research
3. Primary research
4. Target market research
5. Current visual identity
6. Wireframes
7. Feedback
8. Digital development
9. Feedback
10. Further Development
11. Feedback
12. Final Production
13. Feedback
14. Presentation
15. Submission Prep
16. Submission to D&AD

THE BIG IDEA:

We will be creating an app that allows the user to create a route to run or walk in London from one location to another, through the cleanest air route. Giving the best quality air for the user, and highlighting the amount of pollution in the city. Lead by health and incentives sponsered by Adidas the app will enable users to spread to word getting more people away from carbon emitting transportation and improve their health. Thus benefitting both the user and the fabric of their city.

Adidas - Initial Research

Adidas Brand History:

In order to understand the brands background and gain a clear understanding of the way in which the brand works, in order to create a new product/service that coincides with the way they develop; I researched into the brand, and researched their timeline of the brand from its beginnings till present day. 

Timeline: 

Adidas today: 

Core Values: 

• Performance: Sport is the foundation for all we do and executional excellence. 
• Passion: Passion is at the heart of the company and it is always moving forward, innovating, and improving. 
• Integrity: The company are honest, open, ethical, and fair. People trust Adidas to adhere to their word and their beliefs. 
• Diversity: The company takes people with different ideas, stregnths, interests and cultural backgrounds to make the company succeed. They encorage healthy debate and difference of opinion. 

Brand Values: 

• Authenitc 
• Passionate
• Inspirational
• Innovation 
• Committed 
• Honest

Brand Attitude : NOTHING IS IMPOSSIBLE

Key Markets: 

1. North America 
2. Russia
3. Greater China

Adidas Inovation: 

Colour changing shoe: 

• UV light responsive new technology used to test fashion boundaries and needs. 
• Major mainstream use of underground tech, making new innovation open to the public. 
• Strategic release before NBA All Star event in New York, aiming towards their target demographic to impress for the event, increasing sales and coverage. 

Berlin Transport Ticket: 

Adidas and the Berliner Verkehrsbetriebe (BVG) public transport system have created a collaboration to provide a fashionable and cheaper alternative transport ticket to the public of Berlin. 

• Pushing fashion boundaries. 
• Wearable advertising.
• Improving the public sector of the area. 
• Providing cheaper transport for the audience. 
• Entering the brand into the arena of wearable tech.

Adidas - Chosen Brief

D&AD Brief

I have chosen to take on the brief assigned by Adidas to D&AD, I will be collaborating with Lucy Matthews, a second-year creative advertising student at Leeds Arts University. We have chosen to collaborate on this brief as we believe it will join both of our creative abilities in a way that reflects industry collaboration. Within our specialisms creatives such as ourselves need each other, giving us both a better understanding of creative working within our industry. Please refer to our collaborative contract below.

After originally brainstorming seperately about the brief Lucy has come to me to collaborate as she will be progressing with the brief with the idea of am app. Lucy created mind maps and conceptual thinking behind the way the app would work and come together, I will now be part of the project in regards to further developing sections of the app aswell as the actual production of making an interface that could be submitted to D&AD. 

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Footprint Workers Co-operative

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Based in Chapeltown
posters, flyers, specialise in zines, work a lot with bands. 
website hosting and freelance design. 

Co-operative: involving mutual assistance in working towards a common goal.

Risograph printing - In risograph printing, the paper is put into the machine once for each colour and for each side, with one colour being printed over another. The ink is transparent, so it’s changed by the colour of paper or ink beneath it. Ask us for a sample card as this can produce some lovely effects. Risographs print with ink (which is wet) rather than toner. This means that for best results, the paper should be allowed to rest between each colour, especially for work with heavy coverage. Please consider this when planning your deadline as rushing jobs may result in smudging or otherwise compromise quality. It also means that the paper may expand slightly while printing. Together with the mechanical nature of risographs, this means that registration is not absolutely spot on and will vary by a couple of millimetres. You need to think about this when preparing your artwork. For example, only try to print millimetre-thin lines or small text on top of each other if you’re going for an optical illusion effect. Increasing the width of borders and overlapping graphics can help ensure there are no visible gaps.
Exciting and experimental process. 

Zine Fair:

• Promotes other business and their own promotes new and upcoming zines. 
• A zine in a day workshop - take one colour drum and do a workshop, getting people to print their designs. 
• Get people involved and print themselves.

Studio Brief 2 - Initial Ideas

To be able to develop a good few ideas on what could be discussed, in regards to a currently issue within the world, I decided to look at the YouGov website this allows for the public to have an opinion, and say, on particular issues. The site is accessible to anyone in the UK with internet access giving the broadest possible sample. By looking at this site it meant, not only did I receive information about the publics opinions on particular issues, but I could see what people thought was important current issues to discuss. Allowing for my initial ideas to be relevant to the audience straight away. 

Initial Ideas: 

• Political Jargon - How politicians avoid the question and make political issues unaccessible. 
• How old would you be if you didn't know? 
• Memory related - What sticks in your head from a young age and why? 
• Difference between living and existing
• Cameras everywhere - UK is a surveillance society based on the level of regulation and surveillance.
• Violence towards lgbt community
• Should food come with health warnings
• Having to risk university work time to work part time to pay for university costs. 
• University worth the cost - Standards vs. cost
• Is there enough support across our higher education system for mental health issues - 1/4 British students afflicted with mental health issues, Universities and treatments of students with mental health issues, 
• One in three Brits think being gay is a choice - 1 in 3 Brits think being gay is a choice  
• Doing things alone - Own company 
• Males feeling masculine - Low young masculinity in Britain  
• Are students with wealthier backgrounds able to gain more opportunities from university - ratio idea 
• Student sleeping patterns - Student sleep study

Favourite Ideas: 

1. Cameras - Surveillance Society
2. Doing things alone
3. One in three Brits think being gay is a choice
4. Males feeling masculine, the boundaries of masculinity changing

1 - Cameras - Surveillance Society

• How private are our private lives? 
• How many CCTV cameras are out there?
• Who is watching who and what?
• https://www.whatdotheyknow.com/request/leeds_cctv_locations

2- Doing things alone

• Aim towards people with anxiety, to encourage people to get out and do things by themselves.
• Guide of stuff to do alone and new stuff to do.
• What people do alone book

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3- One in three Brits think being gay is a choice

• Scientific developments and evidence against the notion. 
• Different views depending on political social economical thinking.

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4 - Less males are feeling masculine

• Ideas of masculinity changing. 
• Generation of feminism changing. 

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