Staten Island, one of the five boroughs of New York City, is called “Forgotten Borough” that is not very well known to the visitors and even New Yorkers. Even if they know about Staten Island, they think Staten Island is a boring place that has no value to visit.
The shape of Staten Island looks like a running shoe. So, Adidas creates Adidas logo running tracks, which are connected to Adidas GPS app, to remind Staten Island of the Adidas Running shoe. When people finish the running tracks with the app, they will get the rewards, which are the Staten Island Limited Edition running shoes.
ADC Awards: Merit / Integrated Campaign
ADC Awards: Merit / Interactive - Apps
Creativity Awards: Gold / Integrated Campaign
Art Director: Bowook Yoon, Ha Jung Song