Winners & Shortlists

PREDATOR

TitlePREDATOR
BrandADIDAS FOOTBALL
Product/ServicePREDATOR
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
Name Company Position
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
Erick Wicaksono Adidas AG | Adidas Football Global Digital Communications Manager Manager Manager Adidas Football
Ville Louhimies Adidas AG | Adidas Football Sr Digital Communications Manager Manager Manager Adidas Football
Arjen Warendorff Mediamonks Technical Director
Max Van Gorkum Make 'em Say Lead Designer

Creative Execution

We 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.

It was the most-visited online product experience for adidas Football ever. People interacted almost 4 times longer with the boots than normal.

The year 2014 marked the 20th anniversary of one of the most iconic football boots ever made: adidas Predator. To commemorate this, the German sports brand created fourteen brand-new Predator boots. Tribal DDB Amsterdam delivered a digital cross-platform Predator Instinct experience leveraging and enhancing the content created for the campaign and highlighting the features of the boot. 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.