Berlin’s most original person has been revealed after 20,154 fans voted for him on behalf of adidas. Featuring audience participation on a large scale, the event symbolizes the closer relationship between brands, media and consumers. A total of more than 35,000 votes were registered during the search organised by adidas Originals in cooperation with the German edition of VICE magazine (as reported earlier).

Using an entertaining online platform, the operation challenged the public to select a candidate who would be invited to design an original adidas shoe. Although the search focused on the three hippest areas of town – Mitte, Friedrichshain and Prenzlauer Berg – more than 175,000 unique visitors joined in, choosing from profiles uploaded by contestants. Even the Art Director of TBWA\Berlin made it to number nine on the list!

The event clearly demonstrates how the rules of the game are changing. The client, the agency, the media and the audience worked together as a team. People love being involved in the creative process of their favourite brands.

Now the suspense is over: Quote (26) from Prenzlauer Berg is officially Berlin’s Most Original Personality. Thanks to the operation, adidas Originals has managed to get back onto the agenda of Berlin’s most original tribe without using intrusive advertising. Instead, it adopted an intelligent approach driven by the brand’s core idea and an understanding of how the target audience digests media.

See our related posts to learn how the operation started and how the online platform became a media space in its own right.

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