| Заголовок | Crazy is never humble |
| Агентство | Johannes Leonardo |
| Кампания | adidas Originals |
| Рекламодатель | adidas |
| Бренд | adidas |
| Дата первой трансляции/Публикации | 2018 |
| Бизнес сектор | Спортивная одежда |
| История | In the worlds of basketball and rap, tradition is sacred. Both artists and players are expected to respect history, and be humble towards it. In the 90s, adidas released the audacious Crazy shoe for Kobe Bryant, an unapologetic player who rejected the traditional wisdom of attending college by going straight from high school to the NBA. Twenty years later, in 2017 adidas relaunched Crazy. The “Crazy Isn’t Humble” campaign embraced a community that displays the same creative arrogance: a new generation of artists who are operating against every tradition, reinventing the rap genre on their own terms. Advertising Format Other Challenge Music and typography have always co-existed. So what would a typeface for today’s Mumble rap movement look like? How does a typeface that doesn't care to be understood look? Concept Ignoring classic typography legibility rules, we created a handwritten alphabet and used digital technology to distort it more than a hand could do. We created 4 different typefaces, the Crazy Standard, Crazy Thug, Crazy Carti and Crazy Savage. The amount of variations allowed for each character to never be repeated twice. We then uploaded the typefaces to the open source typography network and shared them as a source for other creators. The typography was then disrespectfully plastered on every piece of the campaign, from exotic cars driven by the artists and apparel to retail windows and basketball courts, to the portraits of the artists themselves by 90s anti-establishment photographer Mark Lebon. |
| Тип медиа | Печать |
| Аудио послепроизводственный этап | Duotone Audio Group |
| Продакшн Студия | Clockwork Films |
| Главный креативный директор | Jan Jacobs |
| Главный креативный директор | Leo Premutico |
| DIRECTOR | Aaron Brown |
| Колорист | Tom Poole |
| Креативный директор | Wesley Phelan |
| Оператор-постановщик | Max Goldman |
| Креативный директор | Matthew Edwards |
| Директор | Philip Andelman |
| Стратегический директор | Mark Aronson |
| Колорист | Kath Raisch |
| Творческий партнер | Ferdinando Verderi |
| Group Account Director | Sam McCallum |
| Копирайтер | Jeph Burton |
| Менеджер по делам бизнеса | Ann-Marie Turbitt |
| Продюсер по цвету | Alexandra Lubrano |
| Арт-директор | Hunter Hampton |
| Продюсер агентства | Doug Moffitt |
| Главный креативный директор | Harry Bee |
| Продюсер | Josh Goldstein |
| Продакшн Студия | Identity |
| Класс | CO3 (New York) |
| Стратег | Miné Cakmak |
| Sound Mix and Design | Mr Bronx |
| CCO | Jan Jacobs |
| Entrant Company | JOHANNES LEONARDO |
| Idea Creation | JOHANNES LEONARDO |
| Production | JOHANNES LEONARDO |
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