As part of its ongoing EVO SL campaign, adidas has taken a first-of-its-kind digital out of home (DOOH) route to have its campaign featured on two of Riyadh’s iconic landmarks.
In October, adidas became the first sports brand to project its campaign on Riyadh’s Kingdom Tower and the Burj Rafal.
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The large-scale out-of-home projections featured Lionel Messi and Mohammed Salah in striking 2D visuals from the global EVO SL toolkit, lighting up the towers between 7pm and 3am.
The DOOH takeover was brought to life by adidas in partnership with media agency Mediacom, with creative adapation by Jellyfish, and content captured by Luminere.
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The takeover intended to not only underscore adidas’ connection to two of the world’s biggest football icons, but also to bring adizero EVO SL to life on an unprecedented scale in the region.
In an exclusive statement to Campaign Middle East, the brand revealed that the objective and strategy behind the DOOH activation was to do what no others sports brand had done before – digitally take over both iconic towers in Riyadh for the first time with two global footballing icons, Leo Messi and Mo Salah, who are revered in the region.
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Images and videos of the DOOH activation were also rolled out across the brand’s owned social media channels.
The campaign targed audiences primarily in Saudi Arabia.
CREDITS:
Client: adidas Arabia
Media agency: Mediacom
Creative adapation: Jellyfish
Content capture: Luminere.
