| Title | BATTLEPACK |
| Brand | ADIDAS FOOTBALL |
| Product/Service | BATTLEPACK |
| Category |
A01. INTERFACE & NAVIGATION |
|
Entrant Company
|
DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
|
|
Media Agency
|
CARAT London, UNITED KINGDOM
|
Credits
| Robbin Cenijn |
DDB/Tribal Worldwide/Amsterdam |
Design Director |
| Joeri Kiekebosch |
DDB/Tribal Worldwide/Amsterdam |
Sr. User Experience Designer |
| Hakan Gulgonul |
DDB/Tribal Worldwide/Amsterdam |
Sr. Project Manager |
| Sandra Soskic |
DDB/Tribal Worldwide/Amsterdam |
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 |
| Pierre Nelwan |
Mediamonks |
Animation Director |
| Juan Behrens |
Mediamonks |
Senior Motion Designer |
| Jaap Kraan |
DDB/Tribal Worldwide/Amsterdam |
Designer |
| Keith Kornson |
DDB/Tribal Worldwide/Amsterdam |
Sr. Designer |
| Ellen Van Den Berg |
DDB/Tribal Worldwide/Amsterdam |
Head Of User Experience |
Creative Execution
Just like the boots, we designed everything in black and white. The name ‘Battle Pack’ gave us the option to use an aggressive pattern throughout the site.
We redesigned the standard white background product shots and designed custom immersive animations, each highlighting the product features. We showcased these features by giving the site a unique ‘project mapping’ feel by playing with the light, shadows and atmosphere.
From mobile to desktop and from international to a local or at the retailer level: the final design created an integrated look and feel, and proved the fact that an e-shop environment can be engaging as well.
Higher product interaction than most adidas microsites, proving that the merger between experience and sales was successful. Average time spent on the pages we create has increased by 130%. We exceeded expectations of traffic to product detail pages by 13%, totalling in 12 million.
According to adidas’s research, their target audience buys their football boots based on looks, who’s wearing them and what the shoe can do for them. In that order.
To get this focus during the World Cup, we didn’t create numerous microsites, but one ‘go to destination’ at adidas.com/football to find out everything about adidas, their products and the World Cup. This was the first time for adidas that there was a seamless integration of product experience and the e-commerce platform at adidas.com.
We created one flexible visual language that was applicable over various different types of media and sizes. The design had to incorporate all the different assets from the World Cup campaign. From ATL print, hero shots to in-house product shots.
The challenge was to add an interactive experience layer to a rigid existing dot com infrastructure, without getting in the way of the buying process.