The latest Pharrell Williams x adidas Originals campaign features an ethnically, racially and gender-diverse cast. Styled by fashion editor Jay Massacret, directed by Lloyd & Co. and photographed by Ryan McGinley, this campaign is both visually arresting and socially conscious.
The campaign comes fresh off the release of Williams' 'Solid,' 'Tennis' and 'Tennis Part 2' packs. The imagery for the campaign focuses on the second installment of the tennis range, featuring crisp white garments against the artificial green grass of a tennis court.
The moral of the campaign is that there is strength in numbers. It sees people cross boundaries, coming together to form a sense of unity, and, more specifically, a giant equal sign that's meant to reinforce the principals of equality: strength, acceptance and love.
Key Themes Behind This Trend
- Diverse Campaigns
- Campaigns that champion diversity in terms of ethnicity, race, and gender in their advertising.
- Socially Conscious Marketing
- Brand campaigns that have a message of social responsibility or social justice at their core.
- Unity-based Campaigns
- Campaigns that focus on bringing people together across boundaries such as race, gender and/or ethnicity.
Where This Applies
- Fashion
- Fashion brands and retailers who incorporate diversity in their campaigns have the opportunity to disrupt the traditional standards of beauty and appeal to wider audiences.
- Sportswear
- Sportswear companies can tap into the trend of socially conscious marketing to create campaigns that appeal to consumers who prioritize social responsibility and inclusivity.
- Advertising
- The advertising industry has the chance to create campaigns that promote unity, celebrate diversity, and encourage social justice, with the potential to disrupt traditional advertising practices.
