Adidas wanted a unique strategy to launch their new 'Originals' campaign looking for the most original UK neighbourhood. To add extra kudos to the feature length ad, Channel 4 Strategic Sales developed a special 3 minute intro with T4's Rick Edwards. The worldwide premiere for the ad appeared in massive hit E4 show Skins.

This was accompanied by a Channel 4 branded competition that ran in T4 programming and around relevant youth targeted programming on 4oD. The competition copy built awareness of the Meet My Street competition by inviting viewers to submit a piece of footage about what makes their neighbourhood special to the Adidas website. Channel 4 was presented as a partner to the activity by offering viewers a chance to win equipment to get them started on their piece, including a video camera, laptop and HD TV. Once online, viewers were able to find out more information about the Meet My Street competition, watch the feature length ad starring Rick Edwards and enter the competition to win all the equipment needed to make a great film.

The competition engaged T4 viewers with the broader Meet My Street concept and created a partnership between Channel 4 and Adidas. Use of Channel 4 branding in the ad break provided cut through and stand out against other advertisers and allowed Adidas to have a deeper conversation with the T4 viewer.

The competition received nearly 5,000 entries and over 17,000 visitors to the Adidas microsite. Over 12% of entrants asked to hear more from Adidas in the future which provided a database of engaged and interested entrants who Adidas could contact further about the Meet My Street campaign. This successful competition proved that originality and T4 are the perfect partners for standing out in a crowd.