Campaign Digital Awards 2006: Best Sportswear, Fashion and Clothing Campaign

Project: Missy Elliot Respect ME website
Client: Adidas
Agency: Wunderman Interactive
Writer: Inger Nordby
Art director: Simon Milliship
Designer: Nicky Cunnigham

The judges applauded the way Wunderman Interactive placed community at the heart of its interactive idea for the launch of Missy Elliot's new clothing range for Adidas. Wary of the cynicism surrounding celebrity tie-ups with brands, the agency put the idea of "have your say"at the campaign's core, using the proposition "the ME I can be" to encourage users' sense of individuality.

In the first three months, 2,000 females aged 14 to 22 joined the community, and more than 190,000 visited the site.

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content


Five steps to smashing that interview


Future favours the brave