IMPOSSIBLE IS NOTHING

Making a Brand Slogan a Mantra for Gen Z + Millenial Women

With the SS22 brand campaign ‘Impossible is Nothing’ as season opener, adidas sought to set the tone for a season jam-packed with new women-focused innovations, sponsorships and grassroots programs. To do this, the above the line campaign film was leveraged as the primary awareness driver, spotlighting the stories of seven global icons who broke through limitations to usher in new possibilities for themselves and others.

But to really win with our priority segment - gen Z + millenial women - we needed to go beyond inspirational storytelling and engage them through social, where they are already putting themselves at the center of their story. Working with The Digital Fairy, we concepted + produced multiple streams of content covering the gamut of brand and partner-created content to user generated content inviting elite talent, grassroots creators, and our gen Z protagonists to co-opt ‘Impossible is Nothing’ to celebrate how they are living proof of what’s possible. The social campaign was executed across adidas global and women’s platforms, as well as partner channels on Tiktok + Instagram, ultimately delivering 5.98 million engagements with an average engagement rate of 57.27%.

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Role: Editorial + Content Strategy
ATL Creative Agency: TBWA/Neboko
Social Strategy + Creative Agency: The Digital Fairy
ATL + Digital Production: Splash
Social Production: Vidmob
Paid Media Strategy: Mediacom