For the duration of the world cup, adidas Orignals did something truly original and took over almost an entire building in Cape Town for a month and turned it into the place to be. With the help of some very dedicated locals – A Word Of Art, astore, The Kitchen and The Woodstock Industrial Centre – they managed to create a brand success story and deliver on their promise of a place to CELEBRATE THE FIFA WORLD CUP™ WITH FRIENDS. This is a wrap up piece on the campaign that saw an average of 200 visitors a day and over 3000 visitors in total to Three Stories over the month period. Marketers and event planners take note.
For the duration of the FIFA World Cup 2010™, adidas Originals invited the city of Cape Town to “celebrate originality” and experience the World Cup in a way that only adidas Originals could bring to life.
To make this happen, adidas Originals and Cape Town art group, /A Word of Art, came together to host Three Stories – a one-month-long event held at the Woodstock Industrial Centre. The event included a series of art exhibitions, creative events, live painting sessions, open music nights and live DJ sets. The venue, made up of five main areas, included The Apartment, The Skate Area, /AWOA Art Space, The Kitchen and the apop store, in collaboration with trend retailer, astore.
The Apartment, housed on the 3rd floor, quickly became the heart of Three Stories and welcomed the city, night after night, to hang out, watch the game and experience the World Cup fever. The space soon became a true home away from home for both locals and visitors to the city. While guests were glued to the huge HD projector screen, Woodstock’s much-loved eatery, The Kitchen, prepared delicious food that kept guests well fed during the cold winter nights. Three Stories also invited over 30 music acts to perform in the living space, including some of the hottest, on-the-scene DJs and acoustic bands, each one bringing a unique and refreshing vibe to The Apartment.
The Skate Area, on the 2nd floor, directly under The Apartment, became the regular hangout for the city’s skater kids. Three Skates, Three Stories’ ramp competition and skate battle, judged by the National Skate Association (NSA), invited skaters to show off their street skills and clean tricks on the Three Stories mini ramp. Prizes included adidas Originals gear, a free tattoo inked by the artists at Sins of Style and an original Mark Gonzalez illustration that was kindly donated to Three Stories, by Gonzalez himself, to auction off with all proceeds going to the NGO Write on Africa. adidas Originals bought one of these pieces and proudly awarded it to the Three Skates winner.
Three Stories, in association with /AWOA Art Space, was also proud to present a series of six art exhibitions. The exhibitions successfully brought together South Africa’s most respected urban and new brow artists, illustrators and designers, and celebrated the art movement that is currently taking place in the heart of Woodstock. A new exhibition was added to the space every week and over 31 days, the space grew and evolved into a hub of creativity, showcasing South Africa’s very best talent. The Three Stories series of exhibitions is currently still showing and will remain open to the public Thursday to Saturday, 10h30 to 16h30, until 14 August 2010. Alternatively, all artwork can be viewed online at www.a-word-of-art.co.za
With minimal pre-event media coverage, Three Stories really put the power of word-of-mouth to the test. News of the project spread rapidly across the city and within the first few days of opening, word on the street was that Three Stories was the place to be. An average of 200 city lingerers rushed in daily, to keep-up with the World Cup matches and to experience Cape Town’s buzzing art scene and nightlife. Over 150 artists and 30 musicians were involved in Three Stories, bringing the best of Cape Town to the project.
By the time the whistle blew in the World Cup final match, a total of more than 3000 people had freely experienced Three Stories. As well as creating a space for people to hang out and experience the city’s art, music and creativity, the project also aimed to build and create a platform for the creative community in Cape Town. Three Stories will live on to affect the positive growth of the cultural scene and has set a benchmark for all future cultural events.
adidas Originals successfully brought the city together – sports fanatics, street skaters, the art crowd, the cool kids, the young, the old and even entire families. The city united at Three Stories to celebrate originality and more importantly, the 2010 FIFA World Cup™. It was a special project for everyone involved and made a lasting impression on those who visited. adidas Originals was proud to bring the creativity of the people and festivities of the FIFA World Cup 2010™ from the streets, where originality lives, to Three Stories.
Previous adidas Originals posts on 10and5:
World Cup Creative- adidas Three Stories
Photos from adidas Originals Three Stories 1st weekend