| Title | GIANT LOCKER |
| Brand | ADIDAS |
| Product/Service | ADIDAS MERCURY PACK FOOTBALL BOOTS |
| Category |
D01. Use of Adapted Billboards / Posters |
|
Entrant
|
M&C SAATCHI Milan, ITALY
|
|
Idea Creation
|
M&C SAATCHI Milan, ITALY
|
Credits
| Vincenzo Gasbarro |
M&C Saatchi Milan |
Executive Creative Director and Partner |
| Luca Scotto di Carlo |
M&C Saatchi Milan |
Executive Creative Director and Partner |
| Valeria Raimondi |
M&C Saatchi Milan |
Copywriter |
| Oivia Nervi |
M&C Saatchi Milan |
Art Director |
| Andrei Kaigorodov |
M&C Saatchi Milan |
Head of Content & Innovation |
| Carlo Noseda |
M&C Saatchi Milan |
Managing Partner |
| Federico Fornasari |
Utopia |
Production Director |
| Andrea Bassi |
M&C Saatchi Milan |
Creative Technologist |
| Giovanni La Monaca |
Utopia |
Producer |
| Cristiano Rinaldi |
freelance |
CGI Artist |
| Raffaele Bifulco |
Addendo / Urban Vision |
Unit Director |
| Ivan Esposito |
Innscena |
Production Design |
| Tecla Citterio |
adidas Italy |
Communication Director |
| Elena Riva |
adidas Italy |
Brand Communication Manager |
| Chiarita Addesa |
adidas Italy |
Publishing Manager |
Brief Explanation
To launch its Mercury Pack football boots during UEFA Champions League final game in Milan, adidas has booked a massive 825-square-meter giant outdoor space. First, football fans were teased by 10 giant lockers with name tags of star-players, including superstars Messi, Pogba and Bale. Mysteriously, one of the lockers said "You". A few days later, the doors of 4 lockers have opened, to reveal 3 pairs of star-endorsed spectacular volumetric football boots, popping off the outdoor. Right next to them, "You" locker presented a new entry in adidas team: Riccardo, the first winner of First Never Follows social-media missions for adidas youth league. Imagine Riccardo's surprise! In the next days we changed "You" locker to celebrate other 2 young winners, all with personal video messages from Bale himself. See the case film for full emotional story.