Art
Adidas Launches Anti-Graffiti ZeroTAG Campaign
As a creative way to promote adidas‘ new sneaker with graffiti writer Cope 2 in Australia, marketing firm Lifelounge has created a covert marketing campaign known as “Zero Tolerance Against Graffiti,” or “ZeroTAG” for short. The tongue-in-cheek anti-graffiti task force goes around putting tape and notices over adidas ads around Sydney and Melbourne, claiming that the graffiti-inspired sneaker appears on their “banned items” list (see shots of the covered ads here).
The fictional movement also features a fairly straight-faced website, where they outline their mission to prevent “all forms of graffiti” and to protect “the innocence of our communities.” After the break, watch a short documentary to see ZeroTAG in action.
[NOTCOT]
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i came across this a few days ago and thought it was real. and i don’t think i’m the only one, there’s quite a few people out there who have clearly taken this the wrong way. it’s actually a pretty genius idea to use sarcasm to fight all those art haters out there. respect to adidas for supporting the cause.
Comment by Cans — May 13, 2008 #
This is what the street artist community in Melbourne (which is deep and one of the most prolific in the world) think of this campaign. . .
http://blog.niceproduce.com/?p=1055
Comment by Kano172 — May 18, 2008 #
Cans - just reading your comment. . how exactly are they ‘fighting’ the haters when to the general public this looks like yet another real anti-graffiti campaign? You yourself said you thought it was real. Well most people do. And do we really need another campaign against art that rallies up the public’s support of removing every trace of expression in our city? I am not sure what ‘respect’ or ’support’ that Adidas are giving our artist in doing this. Please read the blog I posted above to see some comments by artists in the city this appears. Also - one of their ‘hilarious’ and ’sarcastic’ ways of promoting this campaign is to stick posters over people’s pieces! Is that respect?
Comment by Kano172 — May 18, 2008 #
Wow. Kano, I disagree with so many of the comments posted within your blog and can’t help but reply. Being from Melbourne myself, I’m pretty disappointed to see such narrow mindedness on NP. like Cans, I see this idea for what it is (or, at least, for what it’s trying to be); a mockery of the draconian and antiquated laws and philosophies that are constantly touted in an attempt to defer attention from the social contributions graffiti culture continues to make. I’d also guess this idea was probably inspired by recent events in Victoria, Australia which saw state law changes that heavily increased graffiti penalties - making this campaign all the more poignant and brave to me. Adidas is clearly not pissing on our culture here, mate. They’re a massive, multi-national corporation who’ve somehow found the balls to not only stand up and say they support the street art community, but also say that they disagree with and mock the existence of anti-graffiti forces. Whether this is all ultimately to sell a graffiti shoe collection or not, I don’t really give a shit. In fact, that’s not true. I hope these shoes end up on every kid’s feet in every country they’re sold. Because that would do far more for the progression of graffiti culture than your misguided tirade. I have a lot of respect for Adidas for how, on the one hand, they’re promoting a hallowed artist like Cope 2, ’socially legitimising’ his work by putting it on their product, no doubt paying him well for it and using their product to broaden the reach and influence of graffiti around the world… and for how, with the other hand, they’ve shown the guts to deliver a campaign that combats and contradicts the very powerful conservative anti-graffiti forces within our local and larger governments. I’m sorry you don’t see it the same way – that’s your right – but I think when a major ally steps up to the plate in your support, you should probably covet that and encourage more. Like I said, I’m also from Melbourne and acquainted with the street art community - so your blog link is simply, like everything in this world, only one perspective amongst very many.
Comment by Jay — May 24, 2008 #
So Jay,
yes, we as street artists are soooo in need of a brand ’socially legitimising’ our work after 20 years of practising it!!! Sheeeesh - How about just supporting it?
You yourself say that you are from Melbourne and are into this art. Do you really think that the average public get what we get in this campaign? Really? You think Shane and Sharon from Suburbia get it? Are you an avid herald Sun reader? Because this is the sort of demographic that we are talking about when we talk of who is actually noticing this campaign. I have been explaining to so many kids (writers) that it isn’t real. They don’t get the irony. Why would they?? They are trying to fight against a continuing backlash that says what they do is worthless. The artists and supporters of this art are not laughing along with this but rather seeing it as another step toward supporting ignorant views. GREAT - I get it and you get it and other people into advertising and to some degree street art get it but do you think the general public get it??/ You think artists would actually visit the site to investigate?? So are we laughing at this little joke together as an art community? What good does it do if we are the only ones getting the joke?
Here my civil debating with you ends.
How dare you call my post a ‘misguided tirade’ !! So you think sneakers sold on the proceeds of advertising like this would far better the culture than me debating on the relevence of this sort of corporate campaign? , ,or corporate sponsors supporting street artists in a more constructive way like this: (Adidas US):
http://www.youtube.com/watch?v=bo2e0SPbi_8
What is your history in the art of graffiti in Australia may I ask??
I have been involved with and documenting this artin Australia pretty much since its conception here. . Do you have 20 years of involvement under your belt and friends who are artists who have spent time inside or mortgaged their parent’s houses to pay for bail or court fees because of public opinion spurred by this sort of shit that has ended them in a place where true artist should not be? I think not - my guess is that you are an (as you say ‘aquainted’) recent street art discoverer, stencil lover, art director/ad agency trend-prediction expert (obviously) or gallery owner with a recent history of Banksy love. A suggestion to all readers of this - here is a post from real people involved in the art and their comments:
http://blog.niceproduce.com/?p=1055
Jay - how well has the Cope 2 range been selling here I wonder? There’s a good community of people in Australia with similar deep history to that of Cope that know the market (and actually know who Cope is) who could have given a hundred better imaginative ways to sell his sneaker in Australia. . . and he may have even approved of it. . but those guys I talk of will never be picked up and given opportunity whilst people see them as vandals in the way that this campaign has portrayed them. But I guess it’s not about the artists, right? Well take a look at the advertising for Adidas in other countries and you’ll see it actually is!
Comment by Kano172 — July 22, 2008 #