ADIDAS SOCIAL
‘East vs West’
SOCIAL CAMPAIGN
The Challenge:
Adidas wanted to boost local engagement and community spirit among Singapore’s youth by driving online participation and friendly competition through social media. The goal was to strengthen brand presence while connecting with audiences in an authentic, energetic way.
The Solution:
We launched a social campaign that divided Singapore into two teams, East vs West. Each week, influencers set new challenges on Facebook and Instagram, encouraging followers to represent their side by submitting creative photos and messages using #adidasSG. The campaign sparked a wave of participation, conversation, and healthy rivalry, turning social media into a city-wide game of team pride.
The Impact:
5M+ total impressions locally. 800k+ unique users.
The campaign sparked massive local "hood pride," achieving high engagement that directly inspired later successful initiatives like the "Rep Your Hood" and "SG60" neighborhood collections.
Role: Creative Dircetor
Agency: Leo Burnett
Team: Executive Creative Director – Keith Tan Production - Nayfosindo