ENTER THE 2021 SHORTY IMPACT AWARDS

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2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

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From the 11th Annual Shorty Awards

adidas Originals Deerupt

Winner in Mobile Campaign, Fashion, Augmented Reality

Finalist in Creative use of Technology

About this entry

Unboxing is a huge part of Sneakerhead culture, and has recently become the most coveted moment in the launch of a new silhouette. Up to this point, unboxing has been an exclusive action saved for influencers, who then share their experiences online via video and photo content. Along with this unboxing phenomenon comes the issue of product leaks—before a brand has the chance to make a big impression, leaks completely spoil the unboxing experience for the whole Sneakerhead community due to low quality photos. These photos mean that those who care the most obtain an incomplete and lackluster first impression of the new shoe. Our challenge was to democratize unboxing and combat leaks in order to create the best possible pre-release experience.

Why does this entry deserve to win?

We turned unboxing into a universal, augmented reality experience. We developed a never-been-done-before mobile web platform that allowed Sneakerheads to use their smartphone cameras to see and interact with an AR rendering of the DEERUPT. No app necessary. Then we seeded the experience with empty shoe boxes sent to high profile sneakerheads and also placed the experience in-store around the world.

Results

- 110 Million views

- 50,000+ virtual unboxings

- 123+ countries

Media

Video for adidas Originals Deerupt

Produced by

Annex88, adidas Originals

Link