Two weeks prior to release, we craft a myth about a dealer, who can obtain the highly prized NMDs. Using underground and semi-legal communication channels (or stylizing our messages as such), we promote both the NMD image and a phone number that allows anyone to contact the “dealer”. A user intrigued by the message can call or text the number, whereas, after a short exchange, dealer tell him where he can get his desired pair of sneakers.
Client: Adidas Russia
Agency: Friends Moscow
Producers: Alya Lugovaya, Konstantin Korobkin
Director: Murad Nogmov
Director of photography: Kirill Groshev
Music: Ivan Maslov