The Challenge
Wunderman created the adidas Missy Elliott site in 2005 to engage and nurture a community of 14- to 21-year-old girls. Four years later, the audience has grown up and Missy is no longer so urban or cool. So adidas set out to find a new face for their Respect M.E. range.

The Solution
adidas invited girls to enter a competition to become the new face of the Respect M.E. range. Using Facebook, Bebo, MySpace and Iam, girls could create a customisable avatar and profile. They then competed to be the new face of adidas Respect M.E. Currently, the competition is down to a list of 10 finalists.

The Result
3,456 girls entered the competition and it has had a huge following through social networks. Over 10,000 visitors downloaded Missy tracks and screensavers each month.