Pragmatic, realistic, creative and self-taught. This is how Generation Z presents itself to us.
That's why adidas thought of them when launching their new footwear, OZWEEGO.
They need something new, fresh. An explosive presentation, full of music, color and expression.
Quite a challenge was accepted and carried out in a big house in the middle of Buenos Aires, set only for them.
The Big house was divided into spaces. A makers lab was made where they can develop their creativity, playing with colors and textures.
People were able to live a ASMR experience in first person in other room.
Or could take photos in a supermakert stage or even in a candy shop.
References from the same generation counted their experiences undertaking their dreams and all culminated the night with the best of the emerging music from Buenos Aires.