For the launch of their new CHILE 20 collection, adidas originals selected 84.Paris, an agency positioned towards new generations, and their pop and street culture inspirations. To launch the new line, an updated version of the iconic line of CHILE 62 tracksuit, 84.Paris designed "Cities Made To Create".
A print and digital campaign, “Cities to Create” features 2 emerging rap artists, Oboy and Kojey Radical, and the hometown cities that inspired them, Paris and London, respectively, breeding grounds for rap and street-culture. A tribute to these two cities, the campaign unveils the CHILE 20 collection as the symbol of a new generation of artists, attached to their roots as permanent sources of inspiration.
Through a 2-minute film, Oboy and Kojey Radical share their most intimate connections with their hometowns. Oboy, in Villeneuve-Saint-Georges in the suburbs of Paris, explains how this "grey", "ugly" and yet vivacious setting constantly influences his music. Kojey Radical takes us into his neighbourhood, Hoxton, to talk about the fashion, street art and energy of the place that made him who he is, and still inspires him. He also opens the doors to the "Concorde Youth Center" where he forged his musical talent and where he continues to inspire the youth of the neighborhood.
"Cities Made To Create is an authentic immersion into the raw, urban atmosphere of Paris and London" explain Hervé and Olivier Bienaimé, the twin Co-Presidents and Creative Directors of 84.Paris. "Far from tourist clichés, this campaign is about roots, street culture, and the energy of cities as sources of inspiration. Oboy and Kojey Radical embody this new generation of rappers who, far from forgetting where they come from, pay tribute to all that built them up."
— Brand : adidas originals
— Brand Manager : Julia Ammor
— Agency : 84.Paris
— Laumch country : Europe
— Creative Directors : Olivier Bienaimé, Hervé Bienaimé
— Creatives : Martin Dhote, Maixent Viau
— Strategic Planning : Nicolas Camillini, Charlotte Faure
— Agency Management : Arnaud Depaul, Shirley Halimi, Quentin Ellow
— Production : Bande Magnétique
— TV Producer : Pierre Otmanine
— Director : Killian Lassabliere
— Photographer : Manuel Obadia