ABOUT

In January 2016, adidas asked H+K to create social content for the new PureBoost X, a running shoe created for women, by women.

With Valentine's being one of Instagram's most popular days, we wanted to use it to spread our message - but were set on avoiding the the usual cliches. We created a simple image that was instantly recognisable and told a universal story of love and equality. Focused just on the feet and legs of two people, the pose suggested a kiss between two women.

Alongside floods of positive engagement, negative comments started appearing. But we were prepared. Following a particularly critical comment, the brand responded with a simple 'wave' and 'kiss' emoji - instantly shutting down the haters. The response created even more love from around the world, with the post becoming adidas' most popular picture on Instagram ever.

Celebrities including Ellen DeGeneres reposted the image and in excess of 150 pieces of earned media coverage were generated (+ 1 billion reach). The bold, distinctive piece of content achieved 360% higher engagement that an average post on adidas' global channel, all with zero paid media spend or ambassadors. It received a Cannes Lion Bronze award.

One image, one message, millions reached.