| Title | THE DEAL |
| Brand | ADIDAS |
| Product/Service | ADIDAS FW19 |
| Category |
B02. Use of Audio Technology / Voice Activation |
|
Entrant
|
GRAND CENTRAL RECORDING STUDIOS London, UNITED KINGDOM
|
|
Idea Creation
|
IRIS London, UNITED KINGDOM
|
|
Production
|
GRAND CENTRAL RECORDING STUDIOS London, UNITED KINGDOM
|
Credits
| Rachid Ahouiyek |
Iris Worldwide |
Creative Director |
| Matt Wood |
Iris Worldwide |
Creative |
| Tom Loveless |
Iris Worldwide |
Creative |
| Simone Botherway |
Iris Worldwide |
Account Director |
| Michael Hanney |
Iris Worldwide |
Agency Producer |
| Hetty Yoxall |
Iris Worldwide |
Production Assistant |
| Steve Lane |
Grand Central Recording Studios |
Sound Engineer |
| Sarah King |
Grand Central Recording Studios |
Head of Studio Production |
View Script
Write a short summary of what happens in the radio or audio execution or campaign.
Created to launch Adidas’ FW19 football boot pack, ‘The Deal’ campaign saw the brand's biggest stars use the language of revolutionaries and world leaders, challenging fans to unlearn everything they knew and meet the conditions set out - to own the fearlessness that goes with owning Adidas boots. The stars demanded that fans make a choice – buy the boots and accept the conditions they set – or keep their money and allow the boots to be taken by someone willing to accept The Deal.
The work – including additional product and individual player films - ran across Adidas’ social channels, with this exclusive-to-Spotify radio spot extending the campaign’s reach. A binaural mix was the perfect medium to harness the campaign’s message of a revolution. Tricks were played on the listener’s mind by mixing different layers of voices within the 360º environment, to create a dynamic, immersive and memorable commercial.
Cultural / Context information for the jury
This spot was created specifically to play on the Spotify platform. Spotify has a high percentage of listeners that listen via headphones. Headphones are required for optimal binaural listening, meaning Spotify was the perfect platform for a binaural mix.
Script. Provide the full radio advert script in English.
You want these boots?
These boots?
Pay attention
The new Adidas hardwired pack comes with some conditions
If you want these boots
You have a responsibility to play irresponsibly
If you’re not creating
You’re going backwards
These boots are for Creators only
Agree to the conditions
Dare to create
Got to adidas.com/football
and take the deal
Explain how the work innovatively used the radio / audio medium.
By using a combination of both binaural recordings and tradtional post sfx (that were processed binaurally), we could place, and move, the audio around the listener in a 3D environment. This allowed for a feeling of envelopment and immersion that would not have been possible with more traditional methods. This allows the spot to stand out and feel unique among standard stereo radio commercials.