Adidas Clean Classics is a new collection of well known adidas models, but this time in 70% created from recycled materials. Our task was to create a disruptive launch event to promote it.
We knew that our target audience is cautious about environmental issues. But at the same time, they have their small, everyday habits, which seem to be harmless, however when summed up they become dangerous for the planet.
We decided to shock them with the amount of plastic waste we all generate every second. To make a big impact we changed something they love and associate with what’s fresh and neat in the street fashion – the most hyped shoe store in Poland Warsaw Sneaker Store. This luxurious store became a garbage dump for a day. Everyone who came to visit the store that day saw thousands of plastic bottles and other plastic garbage filling the space from the floor to the sealing through the store windows.
At the beginning we decided that we didn’t want to generate a single gram of plastic to produce this work. Therefore, our main obstacle was to find enough plastic waste we could safely use for our installation. We managed to bring a truck full of used plastic bottles from the recycling center. Then we created an installation in all the store windows filling them from the floor to the sealing with the plastic waste. The result – the store looked as it was completely filled with plastic.
Our project was broadly commented online and got many positive publications.