Live your Style Spring/Summer 2013

North Kingdom helped adidas with the brand positioning of their new youth orientated label: adidas NEO Label. The objective was to bring to life the brand essence #liveyourstyle and give the brand a story to tell.

It features 12 short interactive films that personifies a different aspect of the #liveyourstyle philosophy and is marked with distinctive hashtags including #nailit #dreamit #styleit. The aim was to launch the label through the lookbook to a target audience that consumes content outside of programmed channels. In doing so we wanted to unleash the Neo spirit in a way that creates fans who can talk about the label and share through social media throughout the season.

One click on any of the 12 videos will bring up all the adidas NEO Label clothing featured on the models and offer the chance to purchase each item or like it on Facebook. Alongside a comprehensive social engagement plan the campaign was specifically optimized for mobile.

Every single video received more than 200k video views. 500k+ page views on products 20-30% of each clip viewers click through to see products