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Interactive advertising has reached a whole new level with the adidas ‘Super Obsessed’ catalogue. This is an online catalogue that lets users click on the apparel items in which they are interested, allowing them to explore each of the products in the new clothing line.
Promoting a range of rugby apparel, including Highlanders, Blues, Chiefs, Crusaders and Hurricanes, the adidas ‘Super Obsessed’ online catalogue was made by recruiting New Zealand rugby fans via social networks and video taping them as they swarmed their favorite Super Rugby heros. The fans were clothed in pieces from the adidas ‘Super Obsessed’ clothing collection, which can be viewed in more detail when the site user clicks on specific “hotspots.”
This innovative campaign was created by Whybin\TBWA\Tequila, who used video and flash animation to produce the interactive catalogue. They followed a method of shooting the videos at 1,000 frames per second, creating slow-motion films that enable and encourage interaction from the user.