Title	MERCURY PACK
Brand	ADIDAS
Product/Service	MERCURY PACK
Category	D02. Point of Sales & Consumer Touchpoints
Entrant	FITCH London, UNITED KINGDOM
Idea Creation	FITCH London, UNITED KINGDOM

Name	Company	Position
Alasdair Lennox	FITCH	ECD
Phil Heys	FITCH	Creative Director
Romin Mehdizadeh	FITCH	Associate Design Director
James Pendergrast	FITCH	Senior Designer
Hugo Blott	FITCH	Client Director
Gina Groves	FITCH	Client Manager
Leeds Intermarketing	Leeds Intermarketing	Shopfitters

The Campaign

The visual merchandising tells the Mercury Pack story through an emotionally led campaign, based on what it feels like to be first and the value of confidence. From the online and print advertising to the windows and the in-store display, the campaign is coherent and fully integrated. The sea of Mercury and chrome designs have been inspired by the trophies that the players chase at UEFA EURO 2016 and Copa America. The visuals featured explosive, energetic shots of adidas’ leading global players, including Lionel Messi, Gareth Bale, Mesut Ozil and Paul Pogba, capturing the energy and attitude that comes from being first. Product shots showcase the boots emerging in a silvery shimmer from a sea of mercury.

Creative Execution

The consumer is on a journey into and through the store from windows to the boots to point of sale. The boots are the star of the visual merchandise sculptures and installations using fluorescent tubes, player portraits and layered product information to drive in-store conversion. Athletic footwear brands normally promote only one pair of boots at a time, however adidas chose to sell three boots at the same time, consequently, the execution had to promote both the range and each boot individually. Each boot is designed around the specific skill set of one of the campaign’s ambassadors. - The X16+ Purechaos, represented by Gareth Bale who is renowned for his explosive pace. - The Ace 16+ Purecontrol with home nation star of Euro 2016, Paul Pogba, designed for maximum control. - The Messi boot, worn by the world’s best player, Lionel Messi, built to facilitate speed and agility.

Indication of how successful the outcome was in the market

Since the UEFA EURO 2016, franchises and distributors have implemented the Mercury Pack visual merchandising concept across Europe, including in the U.K., France, Russia, and then globally, including UAE, Canada, Argentina and Chile. Rolled out across all adidas owned stores including their Oxford Street Flagship, third partner retailers and football specialists stores like Pro:Direct LDN19 in Soho. The stores displays and campaign generated over 1.6m shares across Twitter, Facebook, YouTube, Instagram and online media throughout the tournaments. adidas is projecting record sales of €2.5 billion in 2016.

The audience targeted was millennials and football fans in the EU and around the globe. We created a continuous story from the field to the store, so the boots worn by star players during the games could be experienced and purchased by fans in-store. The confident premium presentation is designed to highlight the quality of the boots and the feeling of power. In the window displays, neon tubes blink to express speed and ability. Layers of different materials and colours have been used to showcase the unity of the set as well as each boot individually.