THE BIG ADIDAS BILLBOARD SHOOT-OUT
| Title | THE BIG ADIDAS BILLBOARD SHOOT-OUT |
| Brand | ADIDAS |
| Product/Service | SPORTING GOODS MANUFACTURER |
| Category |
A07. Use of Events and Stunts |
|
Entrant Company
|
HEIMAT Berlin, GERMANY
|
|
Advertising Agency
|
HEIMAT Berlin, GERMANY
|
|
Media Agency
|
CARAT HAMBURG & CO MEDIA-SERVICE, GERMANY
|
|
Production Company
|
CROMATICS Dresden, 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 |
Brief Explanation
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?
Results and Effectiveness
Over 900 000 people saw the blow-up in Berlin, with the action gathering more than 2 million media contacts
Creative Execution
adidas installed a giant 600m2 blow-up in the center of the city, covered it with 5,3 tons of plaster and invited their fans to test their new boots by shooting balls at the wall. Every shot made a difference breaking down the plaster bit by bit and slowly exposing the motif behind.
Insights, Strategy and the Idea
We targeted young football enthusiasts. People who like to play football and to show off their skills. So adidas gave them the new shoes and the chance to shoot down a wall.