THE DEAL

ClientADIDAS
Category B02. Use of Audio Technology / Voice Activation
TitleTHE DEAL
Product/ServiceADIDAS FW19
Entrant GRAND CENTRAL RECORDING STUDIOS London, UNITED KINGDOM
Idea Creation IRIS London, UNITED KINGDOM
Production GRAND CENTRAL RECORDING STUDIOS London, UNITED KINGDOM
Credits
Name Company Position
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.