STAN SMITH ‘STAY GREEN’
Coming to the store, the consumer not only exchanged caps on gifts, but actually took part in the entire recycling process. This also gave him the chance to win an exclusive Stan Smith gift pack in a recycled plastic box.
To announce the campaign, we decided to join forces with an unexpected celebrity - Andrei Bakhmetyev, host of the TV show Crazy Hands and a DIY pioneer in Russia, who taught a whole generation how to turn plastic waste into useful household items back in the 1990s.
We resurrected the show together with Andrey and stellar team of adidas opinion leaders (Yuri Dud, Gone.Fludd, Manizha) - and together with them showed the work of our mini-factory in a simple and playful way.
The campaign was also supported by opinion leaders and eco-activists who joined our movement and created their own adidas Stan Smith designer pieces.
In just one month, we recycled over 20,000 plastic caps - and at the end of the campaign, we recycled all the plastic constructions and donated the campaign mascot, Kermit the Frog, to the orphanage.
All this just to prove one thing — «it’s not easy being green», but who said it couldn't be fun?