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Case Study: adidas Originals | Unite Joburg



Unite Joburg was an integrated digital campaign that consisted of a concert performance from Detroit rapper Danny Brown, a unique online ticketing mechanic, a photography exhibition and a short documentary film all with the aim of getting adidas Originals to stake a claim within the minds of Joburg’s youth.


Below is a breakdown of each of the components that made up the Unite Joburg campaign.


Concert performance by Danny Brown:




On Friday, 15 November 2013, nearly 2000 of Joburg’s most influential made their way to Walter Sisulu Square in Soweto for an adidas Originals Unite Joburg event featuring Detroit hip hop artist Danny Brown.


People had gathered from all the corners of the city to experience this, and were also entertained by sought after local artists who were carefully selected to represent the original and authentic local styles and genres of Joburg.


Paul Ward (photographer) and Lebo Rasethaba of Egg Films were both commissioned by adidas Originals to document the event, which was captured in a series of photographs as well as two videos.


Read more about the concert here.


Initial ticket seeder invitation email

Initial ticket seeder invitation email

The microsite worked accross all devices

The microsite worked accross all devices

Unite Joburg website journey

Ticket collection from various stores accross Joburg

Ticket collection from various stores accross Joburg

Access collateral

Access collateral

Near Field Technology (NFC) access band. Valid for entry, 3 X Drinks vouchers + 20% adidas store discount

Event flyer details

adidas Originals Unite Joburg - Danny Brown Concert (2)

adidas Originals Unite Joburg - Danny Brown Concert (4)


Short film featuring Danny Brown:




On his whirlwind tour of Joburg in November 2013, Danny Brown revealed: “It’s truthfully an honour to be in such a beautiful place. I’m happy to be out here and I’m going to be back.” This documentary showcases the highlights of the tour.


Portrait Exhibition:


Five Johannesburg photographers were commissioned to take spontaneous portraits of people they met on the street in five designated Johannesburg suburbs.


The participating photographers – Chris Saunders, Anthony Bila, Hanro Havenga, Stephanie O’Connor and Justice & Innocent Mukheli – were each given one day in a designated area in order to document the people there.


Each photographer shot 25 portraits which were exhibited at adidas AREA3 – the brand’s home for events, exhibitions and pop-up retail in the Maboneng Precinct.


Read about the portrait exhibition and see more of the photographs exhibited, here.


Chris Saunders – Mabongeng Precinct

Anthony Bila – Newtown

Hanro Havenga – Illovo

Justice & Innocent Mukheli – Soweto

Stephanie O’Connor – Parkhurst





Creative Director: Jake Bester
Art Director: Andrew Ringrose
Copywriter: Neil Meyer
Designer: Andrew Ringrose
Illustration: Andrew Ringrose
Business Unit Director: Aileen Sauerman
Account Director: Lauren Brabant
Account Manager: Kate Jackson
Strategy Director: Marc Horne
Head of Development: Andrew La Grange
Developers: Bevan Christians, Derek Malone, Jaco Brouwer, Joel Makara



Event Manager: Duncan Ringrose



Director: Michael Leslie
Project Manager: Kone Ndlovu
Producer: Kim Terri Smith, Nicole Smith


Egg Fims

Director: Lebogang Rasethaba
Producer: Melanie Curtis
Executive Producer: Nicci Cox
Camera: Lebogang Rasethaba, Motheo Moeng, Mow Doomvader,  Sims Phakisi, Bauke Brouwer, Candice Brouwer
Editing: Joao de Ornelas @ Left Post Productions


Paul Ward

Photographers: Paul Ward, Warren Papier


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