Almost everyone in NYC owns a pair of adidas. They come from various backgrounds, financial statuses and cultures. Every one of them has a relatable story they can share with the world. This is a two-fold campaign using emphasis on copy and brand voice to put the spotlight on NYC residents using OOH and twitter.

Thank you for scrolling this far! In case you missed it, here's the case study video where I explain the entire concept, execution and other ad-centric points in two minutes.