#WeRepresent

Adidas was launching the VRCT Jacket in India as part of its global #WeRepresent campaign — a varsity jacket built around team pride and self-expression.

The brief was to add genuine value to the global idea locally: launch the jacket digitally and get at least 10,000 people to share a story about what their favourite group represents — and then change that group's display picture to a personalised, branded icon.

Everyone is in dozens of group chats, but there is one that truly represents them — the oldest friends, the closest family, the group you don't mind spamming with holiday photos.

VRCT stood for self-expression. The platform's strength was real conversations among real users. The logical move was to ask real users what their real conversations represent.

Approach the brief as a thinking problem, not an execution problem. Rather than push the jacket as product, make the campaign about people's groups — and let the jacket become the reward for expressing what your group stands for.

That reframed a mechanic-heavy brief (forms, icons, screenshots) into something simple to say: tell us about your people.

#WeRepresent, taken into the group chat. People shared their favourite group and what it stands for; each entry received a personalised icon — over 10,000 unique designs — to set as their group display picture. Winners received the newly launched VRCT Jacket and badges for every member of their group.