To promote the launch of the Adidas Original Denim range; to emphasise its modern, accessible and fashion positioning; and to create links between the brand and the music world, Adidas chose Lilly Wood & The Prick, a famous French music group in line with its values, as the muse of its campaign. To front the campaign, ELLE France offered an integrated press/internet media plan in the colours of Lilly Wood and the Prick, which included a competition on social networks.