Once you’re introduced to Adidas’ marketing stunt to promote AFC Ajax’s 2012/2013 jersey, your changing room experience will forever be wracked with paranoia--and eager anticipation! But mostly paranoia. Perhaps more details would help to see why this campaign is such a toss up between creepy and creative:
At the Ajax Experience in Amsterdam, the club shop for all things related to the Dutch soccer team, fake fitting rooms were built (Creepy: 0/Creative: 1) with hidden cameras installed (Creepy: 1/Creative: 1), and a slide-away wall containing a two-mirror (Creepy: 6,500/Creative: 1). Sounds like creepy most certainly reigns supreme, right? Well, if you’re a diehard Ajax fan, then what happens when that wall with the two-way mirror slides open could tip the scales indefinitely with "creative": On the other side are Ajax players waiting to give you an uproarious cheer and an impromptu party with a DJ and the whole shebang as soon as you slip on the team’s jersey (Creepy: 6,500/Creative: 6,501).
So it seems as if Adidas’ Ajax Experience prank, created by agency Iris Amsterdam, was a smash and all is right with the world. Those fans were surely stoked to meet their idols--you know, after they got over the fact that said idols just watched them undress through a two-way mirror in front of a room full of even more strangers (Creepy: 6,500/Creative: 6,501/Embarrassing: 6,502).