THE BIG ADIDAS BILLBOARD SHOOT-OUT
| Title | THE BIG ADIDAS BILLBOARD SHOOT-OUT |
| Brand | ADIDAS |
| Product/Service | SPORTING GOODS MANUFACTURER |
| Category |
A05. Branded Live Experience |
|
Entrant Company
|
HEIMAT Berlin, GERMANY
|
|
Contributing Company
|
HEIMAT Berlin, GERMANY
|
|
Contributing Company 2
|
CROMATICS Dresden, GERMANY
|
|
Media Agency
|
CARAT HAMBURG & CO MEDIA-SERVICE, GERMANY
|
Credits
| Myles Lord |
Heimat/Berlin |
CCO |
| Gün Aydemir |
Heimat/Berlin |
Creative Director |
| Kai Heuser |
Heimat/Berlin |
Creative Director |
| Corbinian Hennies |
Heimat/Berlin |
Copywriter |
| Jonas von Schwedes |
Heimat/Berlin |
Art Director |
| Flo Hoffmann |
Heimat/Berlin |
Account Director |
| Philip Bauch |
Heimat/Berlin |
Account Manager |
|
IRIS Worldwide/London |
Graphic Designer |
The Campaign
During the UEFA Champions League Final Weekend adidas activated their audience to test their new shoes and shoot footballs at a large wall in the city of Berlin. These shots broke the wall down, piece by piece, revealing an adidas football billboard launching the new boots and the new adidas football motto: #bethedifference
After 5, 5 hours and over 25 000 shots later - the billboard was revealed - seeding the new adidas football campaign motto: #be the difference. Over 900 000 people saw the blow-up in Berlin, with the action gathering more than 2 million media contacts.
2015 Berlin hosted the UEFA Champions League Final - the most glamorous award in club football. During the final adidas released their new shoes: X and ACE. But before that they gave the shoes to their fans. And what might be a better way to test the power and precision of a shoe than shooting down a wall? Due to its spectacular nature of the highly engaging event, news of the big shoot-out quickly spread via the social media platforms, causing its reach to skyrocket organically. Without any paid brand posts, the social hype of the big shoot-out generated branded content not only on our page, but all across the internet.