Platform13
Menu

adidas: D&AD Shift

The Challenge
Session curation and management on behalf of adidas for D&AD Shift.
Arrow

Session curation and management on behalf of adidas for D&AD Shift.

Shift22 London montage

Task

Underline

adidas approached Platform13 to curate and manage their partnership with D&AD on the Shift programme, a free industry-led night school for self-taught creatives.

In collaboration with the adidas team, we facilitated working sessions centred around a live brief (written by P13) for this year’s cohort of ‘Shifters’ with the aim of enabling them to respond to a true ‘brand challenge’.

Approach

Underline

We wanted to ground the brief in a live and poignant conversation around inclusivity in sport, by asking the Shifters to ideate the next iteration of adidas’ renowned Women In Sport campaign, in a world where gender is becoming increasingly non-binary.

The Brief: Leverage adidas’ power in sport to ensure all communities feel welcome and can thrive.

Output

Underline

To offer the Shifters a well rounded experience on the programme, we curated and led a number of sessions, with experts in various fields - to gain direct insights on how to dismantle, digest, and respond to the brief.

The sessions covered brand immersions, research & insights, talks (including Shift’s first ever panel discussion with those from the affected and relevant communities), workshops, and creative development, in a mixture of online and IRL formats to offer support in their development along the four-month night school programme. Culminating in a Pitch Night event hosted for the first time at adidas HQ.

Session One : Brand Immersion & Insights

Brand immersion and intro to ‘Women In Sport’ initiative (from adidas) with panel talk from impacted communities.

Our Panel :

Felicia Pennant, Editor-in-Chief at Season Zine

Shanu Walpita, Strategic Futures Director

Verity Smith, Mermaids' Transgender Inclusion in Sport Manager

Ryan Lanji, Cultural Producer / BBC Three Presenter / Founder of NDY Global

Hannah Lily Lanyon Gold Diggers FC Committee Member and Player

__Our Session Coaches : __

Maria Sialoho, Culture Director at Cake (Havas)

Shanu Walpita, Strategic Futures Director

Michelle Jones, Head of Creative at Greater London Authority (GLA)

Em Reid, Creative

IMG 3537
Screenshot 2022-12-20 at 09.51.07
300377124 567960948410969 6943065845918845999 n
Screenshot 2022-12-20 at 09.41.23
Screenshot 2022-12-20 at 09.51.18
Screenshot 2022-12-20 at 09.47.59
Screenshot 2022-12-20 at 10.20.23

Session Two : Brand Development 1/2 (Online)

Supporting the Shifters to uncover the solution that only adidas can provide.

Our Session Coaches :

Aneesha Dewshi, Global Senior Manager Women’s Brand Communications at Adidas

Sammy Van Den Berg, Senior Project Manager Social Impact/ Purpose at Adidas

Gillian Jackson, Director of Engagement and Brand at House of St Barnabas

Screenshot 2022-12-12 at 10.20.48

Session Three : Brand Development 2/2 (IRL)

Support the Shifters as they develop up to x3 creative routes which bring their insights to life.

Our Session Coaches :

Rakesh Chadee, Senior Creative, Adidas x Oliver Agency

Luc Hinson, Ethnographic Researcher and Brand Strategist

Louby McLoughlin, Founder of Dream Lab TikTok Studio and OKGRL

Jamie Mancini, Creative Director

Charlie Parker and Jonny Marsh, Senior Creative Team

Screenshot 2022-12-12 at 10.30.24
Screenshot 2022-12-12 at 10.30.13
Screenshot 2022-12-12 at 10.31.24
Screenshot 2022-12-12 at 10.30.39
Screenshot 2022-12-12 at 10.31.02

Pitch Night @ adidas HQ

000003520002
000003520007
000003520012
000003520022
000003520005
000003520008
000003520015
000003520016
000003520006
000003520011
000003520013
000003520024

Showcase Night @ D&AD HQ

52508163884 4609a9ac72 o
52507409742 e33262fbac o
52507889471 50cc0847a9 o
52507892841 829c3b0438 o
52508367870 009f1a6598 o
52507891066 e256092c63 o
52508368010 5ea2a7298f o
52507408312 97818ea918 o
52508366305 9de66f94b5 o
©2024 Platform13
Company