It’s getting harder and harder to connect to young audiences. Especially young urban hipsters are constantly on the move (mentally and physically). They are using media in new, individualized ways and acting paradoxical and unpredictable. Even brands like adidas Originals that have been part of urban culture for years have to earn their audience’s respect over and over again.

adidas Originals on viceland.com

To stay relevant, credible and (re-) connect with this “original tribe”, TBWA in Berlin built on the insight that this audience can’t be won with conventional advertising only. To spark the conversation within the 2009 campaign idea of “Celebrating Originality” the adidas Originals initiated a interactive platform “Berlin’s most original person” in cooperation with VICE magazine. Taking one of Europe’s most creative and most original cities, Berlin, as hub for the idea killed two birds with one stone: Berlin is the place where art, fashion and music are one step ahead and really pushing youth culture forward. At the same time it’s the place where our audience lives – the most original people in urban culture.

”Berlin’s most original person” is all about you and your originality. The platform offers you the possibility to stage your own individual rough edges by creating a profile with videos, pics and personal statements. But, to be honest, that is exactly what facebook, myspace and everybody else does. The exceptional thing about “Berlin’s most original person” is what the audience does with it: They are making full use of the pull character of the internet. By actively suggesting the page to friends and colleagues, linking it to their facebook profiles and blogs and starting self-promotions (“Vote for me and get a bar of chocolate.”) they spread the word of originality without being told to. They accept a brand platform as means of expressing their personality. So, the key success factor of the platform actually wasn’t the platform itself, it was the platform’s topic of originality which turned out be highly relevant and involving to the audience.

Link: http://mostoriginalsberlin.viceland.com

If you have any comments or suggestions please email Moritz Kiechle (moritz.kiechle@tbwa.de).