Children’s campaign for below-the-line marketing for
Today’s children are tomorrow’s brand-loyal customers. This is why wide-reaching children’s campaigns are essential. For adidas, these campaigns always have high priority: They should be received as well as possible by children and mainly by their parents who ultimately do the sportswear and fashion shopping for their kids.
Worldwide casting for a diversified campaign
The main objective of the campaign was to obtain photos for below-the-line marketing including PoS posters in stores around the world. For this reason, the casting of child models focused on diversity. In cooperation with agencies in South Africa and other parts of the world, we cast boys and girls with a variety of ethnic backgrounds aged between six months and nine years.
Kids photo shoot in Cape Town
The shoot took place in Cape Town, a city characterized by extremes. Under the creative direction of adidas’ senior designer we photographed the kids in the context of sports including tennis, basketball and dance against various backgrounds including a school gym, a tennis court, a playground, and the beach. The pictures were used in an assortment of media.