Compass issue 5 - Adidas, British Airways and Puma

19 August 2019

Industry Insights

Moncler – Genius is Born Crazy

Moncler have recently unveiled its new campaign, “Genius is Born Crazy” starring two-time Academy Award nominee actor Will Smith. Photographed by Tim Walker the actor is seen levitating in a seated position, wearing a red Moncler down parka, white Tee and silver pants. The shoot aims to be a “Visual study on the notion of genius” according to the brand. “I believe in the power of crazy, and I always give a chance to a crazy dream,” said Moncler chief executive officer Remo Ruffini. “The magic often happens somewhere beyond the ordinary, in the exploration of new horizons that only few see, before others follow. Long live the craziest intuitions when rigor and dedication are there to make them happen.”

Adidas – OZWEEGO

Adidas is back with an array of new, vibrant colourways, following the rework of the OZWEEGO. Inspired by the nineties and redesigned for today’s generation the OZWEEGO combines the iconic runner with a futuristic design. In keeping with the style of the shoe, the brand have also released a Tron inspired, immersive miro-site, which has been designed and developed by the team at Jam 3.

Click here to check out the site.

Poet pens poem on Cancer pill

Our friends at Cow PR have unveiled their latest work with Poet Simon Armitage, who has written a poem that has been micro-engraved on the face of a cancer pill. The poem, entitled Finish It, is 51 words long and can fit onto the pill that measures just 22mm long and 10mm tall. Commissioned by the institute of Cancer Research in London. It is intended to symbolise the new generation of cancer treatments that the Institute’s planned centre of cancer drug discovery will create, and which it hopes will turn cancer into a manageable disease.

British Airways – VR flight entertainment

British Airways is hopping on the VR brand wagon by offering VR headsets in a trial capacity to select passengers on first class flights from London Heathrow to New York’s JFK. The technology comes from SkyLights, a firm that specialises in VR for mass transit and could be ideal for those who aren’t big fans of flying. Anyone who fits the criteria will be able to engage in therapeutic VR experiences or watch a series of movies, documentaries and travel programmes in 2D, 3D and 360° formats. Sajida Ismail, Head of Inflight Product at British Airways, said: “We are always looking at the latest technology to enhance our customers’ experience on the ground and in the air.”Virtual reality has the power to revolutionise in-flight entertainment and we’re really excited to trial these new glasses as they should create a unique and memorable journey for our First customers.”

Puma – OOH in motion

Footwear brand Puma launched a geotargeted out-of-home (OOH) campaign on Aug. 5, with ads delivered programmatically to screens atop taxis and ride-share vehicles. Managed by Havas media, the campaign utilises the vehicle-based screens of Firefly’s network. Taxis will deliver messages to high-traffic areas including major airports, tourist attractions, athletic fields, and existing store post codes. A first for Puma, this campaign expands out-of-home (OOH) beyond fixed ads and insights, with its situationally aware digital smart screens determining campaign direction and ad frequency based on driver routes, area demographics, and traffic patterns.