May the Force of Brand Association be with You.
Brand association with movies is nothing new, but it seems the allure of the Star Wars film franchise just never gets tired. Sports and fashion shoe brand adidas are today launching the latest range of kicks and apparel from adidas Originals and Star Wars. I’m not sure whether Star Wars is lending adidas the cred, or whether it’s the other way around, but in a semi-dorky, sci-fi, eighties kind of chic way, the whole brand partnership works for me. The new range is in adidas Originals stores and Hype DC, nationally from today. We’ve scored a sneak peek at the campaign photography shoot – check the pics out here before they hit the stores.
The latest campaign will go through the line with this sweet collection of Star Wars inspired product photography to be used in-store at point of sale , through their on-line and off-line marketing, promotions and brand communications. The photographs provide a rich canvas for adidas’ brand storytelling.
The launch in Australia follows the successful campaign out of the US from earlier this year, and the even more lateral adidas, Star Wars, World Cup campaign.
Having outstanding campaign photography needs to be a critical component of every brand communication campaign. Clients continue to shy away from the expense of original photographic shoots, but in so-doing are fore-going the valuable brand visual property that this kind of photography can deliver them. When created from the heart of the brand essence, strong original photographic content provides the launching pad for the full suite of integrated marketing and brand communications. This expense needs to be seen as an investment with great potential for return through wide-ranging use and not as an expense best cut from the budget.