adidas
'The Ozweego Anthem'
The '90s resurrected & mashed up.
Context
The 90s was defined by 2 things - the iconic silhouette of the adidas Ozweego & the golden era of rap. We worked with adidas Middle East for the regional launch of the Ozweego, where we elected to flavour the campaign with a local touch.
Approach
Working with renowned regional talent, I wrote original lyrics for a 90s-flavoured track titled ‘The Ozweego Anthem’.
Using it as a sonic mood and the lyrics as headlines, I sought to give our adaptation of the global campaign, a truly regional touch that packed a sweet punch.
The intersection of lyric and headline
I wrote the lyrics of 'The Ozweego Anthem' so that each verse doubled as a headline, that could then be used in advertising to give the campaign the same hip hop flavour and totally bangin' vibe.
Credits
Agency
Impact BBDO
Location
Dubai
Creative Direction, Copywriting/Lyrics, Design
Taraka 'TK' Tennakoon