adidas: D&AD Shift
Task
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
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
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
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
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
Pitch Night @ adidas HQ
Showcase Night @ D&AD HQ
