Winners & Shortlists


Entrant Company FITCH London, UNITED KINGDOM
Advertising Agency FITCH London, UNITED KINGDOM
Name Company Position
Ed Sullivan FITCH Design Director
Phil Heys FITCH Creative Director
James Pendergrast FITCH Designer
Shaadee Alam FITCH 3d Senior Designer
Paul Chatelier FITCH Associate Design Director
Andrew Stanger FITCH Senior Designer
Julien Queyrane FITCH Associate Design Director
Luke Gillard FITCH Designer

The Campaign

To target Londoners around the launch of the adidas Battlepack boots, we created a two part promotional campaign for commuters.

Success of the Campaign

adidas has been the most talked about brand at the World Cup, beating competitors Nike to gain the most traction across all social media channels. The #allin or nothing campaign has taken Twitter, YouTube, Facebook, Instagram and Tumblr by storm. 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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We launched the bus stop display and the route masters at the same time to build up excitement towards the World Cup. Londoners waiting at bus stops would look at the purposely small writing on the display. As they draw closer to read what it says, a 'predator' is released.