Creativity in Public Relations

I’ve always been a big fan of adidas (and had the pleasure working with them for 2 years in the States) and recently learned of a very cool campaign they conducted just before the Olympics in the UK.  The campaign was based on a simple insight – people love photos.  To generate awareness of adidas’ sponsorship of the Beijing Olympics, Team Great Britain, and the cool training outfits for multiple sports, adidas commissioned one of the UK most creative photographers to capture the story behind the athletes. 

The goal was to make the athletes local heroes, and the photography helped to reinforce the inspirational vision of each.  A variety of photos were taken in some incredible situations and then pitched to local media outlets to secure coverage and a profile story of each.  The photos, as they always do, speak for themselves.