Title	#ALLIN OR NOTHING
Brand	ADIDAS
Product/Service	ADIDAS FOOTBALL
Category	F02. RESPONSE/REAL-TIME ACTIVITY
Entrant Company	WE ARE SOCIAL London, UNITED KINGDOM
Advertising Agency	WE ARE SOCIAL London, UNITED KINGDOM
Media Agency	CARAT London, UNITED KINGDOM

Name	Company	Position
Aisling Mccarthy	We Are Social	Group Account Director
Joe Weston	We Are Social	Account Director
Gareth Leeding	We Are Social	Creative Lead
Ollie Olanipekun	We Are Social	Creative
John Crozier	We Are Social	Senior Account Manager
Chris Nee	We Are Social	Editor
Daniele Santoro	We Are Social	Account Executive
James Harrison	We Are Social	Designer
Jack Greenwood	We Are Social	Junior Designer
Joe Faul	We Are Social	Research/Insight Director
Andreas Plastiras	We Are Social	Senior Research/Insight Analyst

Creative Execution

An hour-by-hour, platform-by-platform editorial calendar identified every possibility as early as December. The calendar and a Content Bible became the foundations of adidas Football’s seamless World Cup storytelling. We built a world class team of football experts and obsessives, who worked for six months to create those tools, flying all over the world to shoot the best players in the world. At Posto adidas in Rio de Janeiro a fully integrated global and local real-time marketing team created and executed reactive content that was live in social within seconds - and in digital and OOH within minutes.

We gained almost 6 million new fans across our global social channels. And, crucially, became the most talked about brand at the World Cup: - 1,700,000 million brand mentions on twitter (22% higher than our sports brand competitors) - 967,000 hashtag uses on Twitter (3 times more than any other brand) - 32,000,000 views of our tournament content on YouTube - 246,000 subscribers added to our YouTube channel (making us the fastest growing brand on YouTube) - 5,970,000 fans added to our global social channels (YouTube, Twitter, Facebook, Google+, Instagram and Tumblr)

Before the World Cup adidas revealed its lead football message: #allin or nothing was not just an attitude, but the only attitude that can lead to glory. Nothing is left to chance and everything is left out there on the pitch; the sweat and fearlessness extend from the pitch to the training ground, into the gym and through every aspect of life. We targeted a Global audience of 14-19 year olds with the social objective to be the most talked about brand at the World Cup. We went #allin or nothing every step of the way. As soon as the World Cup draw was made in December 2013 we had an editorial calendar that mapped out every fixture, every possible story, every anticipatable opportunity, from the end of May to the middle of July.