| Title | MERCURY PACK |
| Brand | ADIDAS |
| Product/Service | MERCURY PACK |
| Category |
G06. Photography |
|
Entrant
|
FITCH London, UNITED KINGDOM
|
|
Idea Creation
|
FITCH London, UNITED KINGDOM
|
Credits
| 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 |
| David Ellis |
David Ellis |
Photographer |
| Tal Silverman |
Tal Silverman |
Photographer |
| 24 Productions |
24 Productions |
Production |
| Studio Private |
Studio Private |
Retouch Players |
| Digital Mash |
Digital Mash |
Retouch Products |
The Campaign
The art direction 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 were 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
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
The Mercury Pack campaign started in Europe: U.K., France, Russia, and was rolled out globally.
It was distributed across all adidas-owned stores including their Oxford Street Flagship, third party retailers and football specialists stores like Pro:Direct LDN19 in Soho.
The 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 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.
The boots are the star of the campaign channels, from advertising to social media and point of purchase, to drive in-store conversion.The confident premium photography is designed to highlight the quality of the boots and the feeling of power.
The campaign was first rolled out in Europe for the UEFA EURO 2016 and then globally.