The first ever fashion collection designed entirely on snapchat.

More importantly, an entirely organic ‘hack’ of the platform, where not one dollar of media money changed hands.

Adidas neo fans are mobile-first and demand a voice. So when briefed to create a truly innovative global activation, we launched #myneolabel on snapchat. With participation at it’s heart #myneolabel kicked off with a mini fashion film featuring four ‘white looks’. Fans were encouraged to SNAP IT. DESIGN IT. WEAR IT. Using Snapchat’s native doodle tool, budding designers were invited to create their own fashion designs on a screenshot of a model wearing an all white look.  

From the thousands of entries, we chose 4 winning designs and turned them into a collection IRL. To announce it we re-posted the all-white video featuring the thousands of entries in a stop-motion animated lookbook, before the winning looks were revealed at the end. 

 Awards: Winner of Cannes x2, Euro best Gold, One show silver.