Adidas has launched a campaign aimed at engaging youths and football fans to promote its new Predator Lethal Zones boot for footballers.
The campaign runs regionally in Singapore, Thailand, Malaysia, Indonesia and Vietnam. In Singapore, OOH, cinema and online executions are running on Youtube, Facebook, Redsports, leading up to an event in July at Ngee Ann City Civic Plaza.
Youths have been invited to submit ideas to create "The Ultimate Deadly Assault Course", which will be built like an obstacle course (pictured).
Youths can submit ideas such as curling a ball through the window of a moving vehicle or passing a ball through rings of fire.
Two lethal ideas will be selected each day until 29 June and the ideas' originators will win an SG$50 adidas voucher. These ideas will be then placed in a final draw where the most creative will be selected and constructed for the on-ground event, which takes place from 7-8 July. The top five "deadliest" participants can also win up to SG$2000 in adidas cash vouchers, an Official Match Ball for the Euro 12 Championships and other adidas products.
"adidas' aim for the Unleash Deadly campaign is to provide a platform for the youths in Singapore to unleash their creative imagination, and get them to challenge a set of deadly assault courses designed by their peers." said Amit DasGupta, director, brand, adidas SEA.
The campaign was created by iris Worldwide and media buying was by Carat.
In another campaign also aligned with its global "all in" campaign, Adidas created a global dance competition in 30 markets, inspired by Katy Perry's back up dancers and choreographers.
Participants can download a song track and choreograph their own routine to it, with 20 to be selected for a trip to Los Angeles for a private dance session with RJ Durrel and Nick Flores. This campaign was created by Sid Lee and runs online on adidas.com.