| Title | ADIDAS 360 |
| Brand | ADIDAS |
| Product/Service | ADIDAS WORLD CUP CAMPAIGN |
| Category |
A09. 360 BRAND & IDENTITY EXPERIENCE |
|
Entrant Company
|
FITCH London, UNITED KINGDOM
|
|
Advertising Agency
|
FITCH London, UNITED KINGDOM
|
Credits
| Phil Heys |
FITCH |
Creative Director |
| Ed Sullivan |
FITCH |
Design Director |
| James Pendergrast |
FITCH |
Designer |
| Paul Chatelier |
FITCH |
Associate Design Director |
| Andrew Stanger |
FITCH |
Senior Designer |
| Shaadee Alam |
FITCH |
3d Senior Designer |
| Luke Gillard |
FITCH |
Designer |
| Julien Queyrane |
FITCH |
Associate Design Director |
| Mark Pidgeon |
FITCH |
Associate Design Director |
Brief Explanation
Many brands and retailers did the expected and used bright carnival campaigns for the World Cup in Brazil. For the adidas World Cup identity, it’s black and white, all in or nothing. The boot range was inspired by graphics from predatory animals. Once the players put those boots on, they had the key to succeeding in the World Cup.
The Brief
In 2014 the world’s largest football event was hosted by the world’s most fanatical footballing nation – and sponsored by adidas. adidas needed to create a strong and lasting impression for their World Cup campaign with a 360°, globally integrated identity for the brand’s state-of-the-art Battle Pack footwear.
How the final design was conceived
In a series of photographs art directed by us, these predatory animal graphics were translated onto the faces of the players. The patterns represent the key theme; controlled aggression.
We then art-directed the Battle Pack creative in high-contrast black and white in line with the adidas World Cup mantra – ‘all in or nothing’. Targeting a Gen Z audience and rolled out worldwide, the campaign has appeared online, in-store, on social media, retail, TV commercials, billboards and buses.
Indication of how successful the outcome was in the market
An increase of nearly 5 million followers across all platforms over the course of the tournament saw adidas fire ahead of competitors on social media. The social buzz translated into product demand. adidas sold 8 million replica national team strips and 14 million Brazuca balls, reaching their target of £1.6 billion for football equipment sales.
Dramatising the brand’s transformational power, adidas’ World Cup 2014 campaign propelled the brand onto centre stage where it belongs – all in or nothing.