Forward march

28.01.2016 Adidas Originals : Johannes Leonardo : Future
Your Future Is Not Mine by Johannes Leonardo for Adidas, Global

Global – Adidas paints a picture of a dystopian future not dissimilar to our present in its latest advert for Originals, its brand for cultural tastemakers.

  • Adidas imagines a world in which people make love wearing virtual reality headsets, are completely absorbed in their smartphones and neglect physical exercise 
  • The campaign is the second part of a trilogy that began with Adidas Originals’ Superstar advert, also by Johannes Leonardo

Set to an original score by Los Angeles-based artist Daisy Hamel-Buffa, Your Future Is Not Mine is a highly stylised march into the not-too-distant future, when people are more disconnected than ever from the physical world.

Adidas, along with agency Johannes Leonardo, called on a global cast of up-and-coming artists and cultural influencers including Luka Sabbat, Aleali May and Iman Shumpert to be the heroes of its campaign.

‘This is the next chapter as Adidas Originals continues to inspire creative people to challenge the status quo,’ says Leo Premutico, co-founder and CCO of Johannes Leonardo. ‘First we reframed the nature of superstardom, now we’re calling into question our conception of the future.’ 

The Big Picture

In The Polarity Paradox, an age dictated by the fear of the unknown, Scare Marketing is a powerful way of connecting with consumers. The best campaigns alleviate people’s concerns and add a sense of relief or safety to a brand.