Following the lead of Onitsuka Tiger, which last year created an intricately detailed shoe made, as their tagline asserts, in Japan, Adidas has created a pair of giant shoe sculptures designed by rival West and East Coast creative crews dubbed The Left and Right Project.
The project, which pits Surface To Air (based in New York) against San Francisco's Upper Playground, saw each spend three days working on one SUV-sized shoe respectively which was then transported to Venice Beach California, where the pair met up for a kind of creative showdown.
Documented with an online film with backing tracks from Ed Banger Records, the project is about celebrating originality as part of the eponymous project, a campaign that will run throughout 2008 and follows the agencies Adi Dassler stop motion film and city-based Originals campaign.
Why This Trend Is Growing
- Giant Sculpture Trend
- The creation of giant sculptures may provide opportunities for art and advertising campaigns.
- East Vs West Trend
- Creative showdowns between teams from different regions can create buzz and generate interest.
- Originality Campaign Trend
- Campaigns that celebrate and promote originality can resonate with consumers and enhance brand identity.
Industries Being Reshaped
- Fashion
- Fashion brands can create attention-grabbing sculptures to showcase their products and generate buzz.
- Advertising
- Advertising agencies can create regional competitions and campaigns focused on originality and creativity.
- Art
- Artists can create large-scale sculptures to showcase their skills and attract attention to their work.
