3 Bar Superstar
Open the game- Brand
- 3 Bar
- Year
- 2021
- Industry
- Food & drink
- Agency
- McCann London
Objective
Adidas Originals and JD Sports partnered with UK grime artist Kano to create a music-focused campaign targeting young talent. The objective was to discover undiscovered lyricists and give them a platform to perform alongside Kano, while simultaneously building brand engagement with the Adidas Superstar sneaker line through a participatory musical experience.
Solution
The campaign invited users to record their own 3-bar verses to replace 3 removed bars from Kano's track 'Pan Fried.' Participants accessed the interactive experience via AI-enabled posters and videos. Each submitted entry automatically generated a personalized music video featuring Kano and the user's vocals, creating an instant gratification moment. The winner was crowned '3 Bar Superstar' and received the grand prize of a recording session with Kano.
Results
The 3 Bar Superstar campaign achieved 35,500 studio sessions and 4,500 bars submitted, with participant Selass launched worldwide as the 3 Bar Superstar. The campaign won recognition in the 2021 D&AD Awards in the Experiential: Activation & Participation and Digital Marketing categories, and received a Silver award at the 2021 Caples Awards in the Mobile category.
