The idea is to tap into the world of Gen Z-ers. The attitude. The passion.
FUEL THE rejection of old codes and creating new ones, including fashion and language.
we DIDN'T want to tell our audience what they should like. we wantED to celebrate what they already WERE passionate about, what they stan.
and we wantED to do it in a respectful way, celebrating their cultural nuances and their language, showing our support towards their originality.
We Stan.
Adidas APPROACHED TBWA WANTING to rebrand their Stan Smiths, TAKING THEM from your everyday&everyone shoes, to a sneakers for the new fashion generation.
So MY COPY BRIGS and I worked to bring a creative solution to the team of TBWA Amsterdam, turning Stan Smiths from old school kicks to the ETHERNAL, UNDERSTATED CLASSIC Gen Z needs to complement its eclectic, bold and colourful style:
We dived into 2022 lingo and came up with a new tag line - We Stan.
Adidas APPROACHED TBWA WANTING to rebrand their Stan Smiths, TAKING THEM from your everyday&everyone shoes, to a sneakers for the new fashion generation.
So MY COPY BRIGS and I worked to bring a creative solution to the team of TBWA Amsterdam, turning Stan Smiths from old school kicks to the ETHERNAL, UNDERSTATED CLASSIC Gen Z needs to complement its eclectic, bold and colourful style:
We dived into 2022 lingo and came up with a new tag line - We Stan.
Client
ADIDAS
AGENCY
TBWA/NEBOKO amsterdam
Year
2022
Role
senior art director
THE MANIFESTO
We are the generation of sustainable hedonists.
Your luxury is old luxury.
No offence.
But we’d rather recycle your 90s clothes
And the plastic you left in our oceans
Than take inspo from a catwalk run by elitist big dogs.
We are the ones who graffiti on your golf courts
And walk a tiger in parks where no dogs are allowed.
Our vibe is Original.
So much so that the only fake thing about us
Is an eco-luxe faux fur coat in our wardrobes.
We Stan what we like,
And we fight what we don’t.
We don’t speak up, we make statements.
We Stan being the CEOs of sustainability.
We Stan polka dots with checkered and red with pink.
We Stan being extra, mixing vintage with bougie,
Looking snatched in a bucket hat
And a coat made out of blankets.
The list of what we Stan goes on.
Iykyk. If not, then watch us bloom.
THE MANIFESTO
We are the generation of sustainable hedonists.
Your luxury is old luxury.
No offence.
But we’d rather recycle your 90s clothes
And the plastic you left in our oceans
Than take inspo from a catwalk run by elitist big dogs.
We are the ones who graffiti on your golf courts
And walk a tiger in parks where no dogs are allowed.
Our vibe is Original.
So much so that the only fake thing about us
Is an eco-luxe faux fur coat in our wardrobes.
We Stan what we like,
And we fight what we don’t.
We don’t speak up, we make statements.
We Stan being the CEOs of sustainability.
We Stan polka dots with checkered and red with pink.
We Stan being extra, mixing vintage with bougie,
Looking snatched in a bucket hat
And a coat made out of blankets.
The list of what we Stan goes on.
Iykyk. If not, then watch us bloom.
THE MANIFESTO
We are the generation of sustainable hedonists.
Your luxury is old luxury.
No offence.
But we’d rather recycle your 90s clothes
And the plastic you left in our oceans
Than take inspo from a catwalk run by elitist big dogs.
We are the ones who graffiti on your golf courts
And walk a tiger in parks where no dogs are allowed.
Our vibe is Original.
So much so that the only fake thing about us
Is an eco-luxe faux fur coat in our wardrobes.
We Stan what we like,
And we fight what we don’t.
We don’t speak up, we make statements.
We Stan being the CEOs of sustainability.
We Stan polka dots with checkered and red with pink.
We Stan being extra, mixing vintage with bougie,
Looking snatched in a bucket hat
And a coat made out of blankets.
The list of what we Stan goes on.
Iykyk. If not, then watch us bloom.
the mood video
