Sport changes lives: north camden little league
OPPORTUNITY
adidas’ brand belief is, “Through sport, we have the power to change lives.” With such a bold sentiment, we wanted give new life to a statement each employee hears almost daily.
APPROACH
When ideating how to approach our 2020 Creative Direction, we arrived at celebrating and amplifying the voices in the community who are already doing what our brand belief was simply saying.
So many corporate responsibility initiatives are set on a global scale with a brand our size, and we were intent on sharing a story from our own backyard: Bryan Morton and the North Camden Little League. Showcasing this league’s achievements was to pump blood back into the brand’s internal conversations and inspire us to create more briefs that connected back to the community, beyond our key cities and markets they represent.
PROCESS
Over the course of several phone interviews, we assembled a small crew to shoot Bryan and interview some of the teammates over one summer weekend.
*After arriving back home and grinning ear to ear, we nominated North Camden Little League to our Corporate Responsibility team for sponsorship where team expenses would be covered for the following year.