adidas #HOMETEAM HERO / WHO donation campaign

#HOMETEAMHERO challenge: a donation campaign to raise money for the COVID19fund from the World Health Organisation. “Log a million hours of activity together”.
Every active hour workout the user tracked via adidas own fitness apps or partner apps a donation of $1 to the WHO was made. The campaign builds up in 4 phases (announcement, educate, launch and exit). Mostly promoted on social media through user generated content from Olympic athlets. The result of the campaign was a $3.25 million donation to the WHO’s COVID-19 Solidarity Response Fund.

concept development, briefing olympic athletes for content creation, overseeing design and edit team, creating assets for .com, social media, app and CRM.  

client:
adidas

project scope:
.com, social media content, app, CRM

role:
Art Direction