MOVE FOR THE PLANET

Us humans have not been taking care of where we live. Changing that starts at home.

Working with adidas, we brought the global Move for the Planet campaign to Europe, developing local, impactful event activations that authentically inspired and engaged the Gen-Z consumer to move for the planet.

By connecting the campaign to the adidas Breaking Barriers Project and engaging local partners and athletes, we brought people together to act for change to protect the places they play. We connected the global MFTP campaign to five key European cities, to drive authentic change at home.

I led the development of the creative concept for the activation, devising the event concepts for Berlin, Athens, Milan, Barcelona, and London, owning the creative direction across all five events, managing the relationship between adidas and the local activation partner agencies, and devising the creative and communications strategy, including the pre- and post-event communications.

The events were hosted in Berlin, Athens, Milan, Barcelona, and London, and comprised of a cross city scavenger hunt starting at adidas flagship stores, where guests were encouraged to track their active minutes as then ran across the city to key locations and completed various sports and educational challenges all for a good cause. At the end of the scavenger hunt, guests participated in a MFTP event where they could play various sports challenges and sessions, listen to panel talks, meet influencers and athletes, and participate in interactive creative activities such as mural painting and creative sustainability workshops.

The events were a huge success, with a total of 839 attendees, and a staggering 1,730,000 minutes tracked in the adidas running app amounting in a donation of €173,000 to Common Goal for projects that educate communities on sustainability through sport up to €1.5 million.