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adidas to create 30,000 personalized videos for Boston Marathon runners

adidas at the Boston Marathon
adidas at the Boston Marathon

adidas will be using individual RFID tags to create 30,000 personalized videos for runners participating at the 122nd Boston Marathon happening on April 16. The feature is part of the “Here to Create Legend” campaign, which also helps commemorate the sportswear brand’s 30-year partnership with the Boston Athletic Association (BAA).

To achieve the feat, adidas will be using data generated by RFID chips on the runners’ race bibs, such as pace and split times, combined with ultra-high frequency radio signals fed from street mats to antennas. In order to create each individual video, the company is working with digital agency Grow to capture footage using seven cameras and a 20-person crew stretching the 26.2-mile length of the course. Moreover personal footage will be captured at the 15K finish line.

In order to efficiently deliver the individual videos to runners within hours of the race, adidas has completed trial runs at other races and developed shot lists, sound effects and pre-set camera angles that will help the team eliminate excess footage and edit more speedily.

“We’re capturing the excitement, support and celebration that is Boston in a way no one has ever done before,” said Paul Bowyer, head of adidas Running US “In our 30th year of partnership, adidas and the BAA are creating an epic moment for Boston by harnessing the power of technology and 30,000 runners and to highlight the pride, firsts, wins, personal records and energy of runners who will become legends on April 16.”

To access the film after the race, runners will receive an email from the BAA with a link, while videos will also be available at heretocreatelegend.com and searchable via bib numbers.

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Blocks film social media

LFW to hit outdoor screens across the UK

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London Fashion Week will be screened on billboards across the UK in collaboration with Ocean Outdoor for the first time this season.

The British Fashion Council will be showing LFW footage to over 35 million people, through 60 screens in Birmingham, Bristol, Edinburgh, Glasgow, Leeds, Liverpool, Manchester, and Newcastle as well as around London.

The content will run from February 15-23. In the build-up it will include the spring/summer 2016 shows, before switching to daily round-ups from the new catwalk collections and presentations.

Caroline Rush CBE, CEO of the BFC, said: “Collaborating with Ocean Outdoor means that we are able to bring British talent and London Fashion Week to more people than ever before. At a time when many conversations are taking place around connecting fashion weeks with consumers, this is a perfect opportunity to reach both new and existing fashion fans throughout the UK.”

Ocean has previously worked with both Hunter and Topshop to screen content from LFW on its outdoor network. Hunter broadcast its autumn/winter 2015 collection live, while Topshop teamed up with Twitter for a shoppable billboard initiative.

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film

Chanel places big ad spend around Monroe N°5 ad

The latest ad for Chanel N°5’s  starring old footage of Marilyn Monroe is getting an enormous amount of TV airtime in the run-up to this year’s holiday season. Gift inspiration one might assume…

The 30-second spot is based on a newly-discovered recording of Monroe from 1960 talking to Marie Claire editor-in-chief, Georges Belmont. Explaining her famous quote of only wearing Chanel N°5 to bed, as per her 1952 interview in Life magazine, she says: “You know, they ask me questions. Just an example: ‘What do you wear to bed ? A pajama top? The bottoms of the pajamas? A nightgown?’ So I said, ‘Chanel N°5,’ because it’s the truth… And yet, I don’t want to say ‘nude.’ But it’s the truth!”

The ad is accompanied by archive footage of the late actress. It follows on from the French fashion brand’s ‘Marilyn and N°5 – Inside CHANEL‘ film in 2012, which explains the history of the star’s relationship with the fragrance, and also airs the recording. This two-and-a-half minute spot has had over two million views on YouTube.

Chanel will also launch a print campaign this season based on an archive image of the star posing with a bottle of the perfume shot by Ed Feingersh.  

MarilynMonroe_ChanelNo5