adidas’ North America’s Village was expanding through the construction of three new buildings on their Portland site. This construction was going to cause significant disruption for employees. However, their expanded Village was exciting for the business and the employees. This campaign needed to shift the employee mindset from frustration to excitement.
We created a messaging framework for the 3 year program to ensure employees knew what was happening during each phase. We also developed a campaign platform to drive excitement during a time of disruption. To bring the platform to life, we developed clever and on-brand ideas that activated Village features like the oversized shoe sculpture. Additionally, we developed the naming strategy and names for the new buildings to communicate adidas’s creative culture and foundation in sports.