Client: Adidas Originals 

Agency: Johannes Leonardo, New York 

Director: Leigh Powis

Production Company: ProdCo

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What the campaign was about

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The Original Forever campaign celebrated the Oasis Live 25 reunion tour with a co-branded Adidas Originals collection. The brief: capture thirty years of shared cultural history between Adidas and Oasis across generations of fans.
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What Lost Loved researched and sourced

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Johannes Leonardo approached Lost Loved to source rare archival footage and imagery for the campaign. Oasis existed as a band for only a short window, which made the research genuinely difficult. We brought in specialist documentary archival researchers for a deep dive that went far beyond the obvious UK tours and sourced footage from the UK, Europe, Rio de Janeiro and the USA. We also sourced fan footage shot on VHS-C camcorders at gigs, capturing an authentic fan POV from an era before camera phones existed. Authenticity was non-negotiable for Adidas. Every frame had to be real, nothing recreated or staged.

The fan POV concert footage was used as rear projection on set, with the cast dressed in authentic '90s Adidas in front of it, recreating the feeling of being at the original gig at the height of the band’s Brit Pop fame. Lost Loved also cleared the use of brand trademarks appearing in the film.

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Alongside the film, we were briefed to find images of the Gallagher brothers together in Adidas Three Stripes - specifically the iconic Firebird jacket. Harder than it sounds! With multiple layers of approval and limited known sources, our archival researchers built a wide pool of prospective images before carefully narrowing the selection down to the five that made the campaign. We also handled period-correct clearance for the Gibson guitars and Marshall amplifiers seen in the film.
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Once the images were selected, we tracked down the original photographers (Mick Hutson, Paul Slattery and Tom Sheehan), licensed the images, and had the original 1990s negatives rescanned at a higher resolution for transit, poster and in-store scale
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The result was completely analogue, original negatives, original photographers, and decades-old material brought back to life. We negotiated and cleared the rights for every use across the campaign.

Awards & Nominations

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The authenticity of the archive, real fans, real moments, real places, made the campaign credible to a fanbase that would have immediately spotted anything fake. That same material carried across every output: the main three-minute film, web and social executions, an out-of-home campaign across transit and retail, and in-store activation - all built from the same original negatives and fan-shot footage, with nothing reshot or restaged where the real material could be found instead.

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The campaign has received multiple awards.

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Cannes Lions 2026

Grand Prix – Entertainment Lions.

Grand Prix – Entertainment Lions for Music.

Bronze Lion – Film.
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Eyecandy Awards 2026
‍Winner – Commercials of the Year.
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The One Show 2026

Gold – Sound Design and Music.

Bronze – Film.

Shots Americas 2026

Gold – Ad of the Year Direction (61 seconds to three minutes).

Shortlisted – Use of Licensed Music.

CICLOPE Festival 2025

Finalist – Direction over 120 seconds, Cinematography, Editing and Colour Grading.