Title | PREDATOR |
Brand | ADIDAS FOOTBALL |
Product/Service | PREDATOR |
Category |
A08. DIGITAL DESIGN |
Entrant Company
|
DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
|
Advertising Agency
|
DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
|
Media Agency
|
CARAT London, UNITED KINGDOM
|
Credits
Alex Herwig |
DDB/Tribal Worldwide/Amsterdam |
Creative/Concept |
Jeroen Thissen |
DDB/Tribal Worldwide/Amsterdam |
Creative/Concept |
Jenny Johannesson |
DDB/Tribal Worldwide/Amsterdam |
Designer |
Jan Willem Heining |
DDB/Tribal Worldwide/Amsterdam |
Sr. User Experience Designer |
Wendy Losse |
DDB/Tribal Worldwide/Amsterdam |
Project Manager |
Jizelle Bautista |
DDB/Tribal Worldwide/Amsterdam |
Project Director |
Sandra Soskic |
DDB/Tribal Worldwide/Amsterdam |
Co/Ceo/Global Business Director |
Ville Louhimies |
Adidas AG | Adidas Football |
Sr Digital Communications Manager Manager Adidas Football |
Erick Wicaksono |
Adidas AG | Adidas Football |
Global Digital Communications Manager Manager Adidas Football |
Arjen Warendorff |
Mediamonks |
Technical Director |
Max Van Gorkum |
Make 'em Say |
Lead Designer |
Brief Explanation
Our campaign objective was to excite next-generation footballers, aged 14 to 19, about the new range of Predator Instinct football boots. We wanted to show that this boot allows instinct take over and unlocks your full footballing potential. The interactive experience had to work for e-retailer sites, adidas.com, mobile, tablet and even in the retail environment.
The Brief
The year 2014 marked the 20th anniversary of one of the most iconic football boots ever made: adidas Predator. To celebrate this, the German sports brand created fourteen brand-new Predator boots. Our agency delivered a digital cross-platform Predator Instinct experience leveraging and enhancing the content created for the campaign and highlighting the features of the boot.
How the final design was conceived
The new predator boot allows instinct to take over. To show this, we connected each boot in the range to a specific predator and literally put our audience eye to eye with the most dangerous animals in the world. We developed 14 photorealistic 3D animated predator eyes. Each eye was the gateway to a different boot, where people discovered the features and experienced what it feels like when instinct takes over.
Indication of how successful the outcome was in the market
It was the most-visited online product experience for adidas Football ever. People interacted almost 4 times longer with the boots than normal.