adidas House Party Originals Game by Virtue Australia
Campaign Information We wanted to help adidas Originals celebrate its 60th anniversary with as much fun, style, and originality as possible, whilst developing a local spin on the global creative theme of “house party”.
We figured that the most fun house parties always involve creative costumes and ridiculous dancing, so we set about developing a digital game that let people do both and join in the celebrations in their own original style.
Using a unique video technique, players could pick from thousands of clothing combinations and attach their own face to create a mash-up dancing video avatar – we called them “aditars”. People could assemble their costumes from pop cultural references, the latest in adidas Originals gear or countless bizarre mash-ups.
The biggest house party won a trip for two to Los Angeles to hang out with celebrity party photographer Mark “The CobraSnake” Hunter. Players used in-game tools to promote their parties on social media networks.
Thousands of young Australians and Kiwis joined together in a massive online dress-up party to celebrate 60 years of soles and stripes. In just over 8 weeks, the site received 50,000 unique visitors who spent a whopping 13.31 minutes each on the site. Over 8,400 people registered their aditars. Campaign impressions totaled over 40,000,000.