I’ve long said that corporations need to operate within the laws of the universe in which they’re exploring. Adidas (or their European advertising company) clearly understands this with their latest Adicolor campaign– in fact they just about nailed it in my opinion. They launched in phases: First adidas put up blank white posters branded with the Adidas logo and a Leonardo Da Vinci quote which read “For those colours which you wish to be beautiful, always first prepare a pure white ground”, seen in the top left here. This was essentially an open invitation for graffiti artists and the like to tag each and every inch, which they did, seen on bottom left. And finally after a few days of mayhem they came back to the same ads and placed another poster over it of the Adicolor sneaker, incorporating tags and masking artwork in from the first layer, seen here on the right.
Being Hunted has an awesome stage by stage photo gallery of the results, very well executed. See the Sony PSP campaign for a
failed attempt, aka, not operating within the rules of the universe.
