For the late July launch of the new Adidas FW19 football boot pack, the sportswear giant gathered together many of its biggest football ambassadors so that they could ‘test the limits of their fellow creators and dare them to create’ in a social campaign called ‘The Deal’.
The initiative, created in harness with regular Adidas agency Iris, featured a powerful endorser line-up campaign that included players such as Paul Pogba, Leo Messi, and Mesut Ozil (plus just one female player – Arsenal’s Dutch star Vivenna Miedema) and revolved around 21 individual player spots.
In terms of copy the campaign features the language and vocabulary of revolutionaries and global leaders and the campaign sets out to challenge football fans and creators around the world to ‘unlearn everything they know, and meet the conditions they set out, to own the fearlessness that goes hand in hand with owning Adidas boots’.
The hero films all position the player ambassadors as disruptive, intrusive and unmissable; each of them finding their own way to confidently outline their desired characteristics and needs to establish a whole new footballing world order.
As created/dictated by Adidas.
These films demand that fans also make their own 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’.
According to the spearhead film: “If you want these boots, you have a responsibility to play irresponsibly. Tne conditions of The Deal is that you own the present, learn from every loss and create your future. For creators only.”
These boots come with some conditions, accept them and they're yours.
Take the deal: https://t.co/GJHgpBvom3#DareToCreate pic.twitter.com/cZqx7O4aRT— adidas Football (@adidasfootball) July 23, 2019
The campaign, created by Iris and directed by Nicos Livesey via Blinkink, ran on Adidas social channels and the hero video is supported by social content pieces,
Introducing the new Hardwired pack, exclusively available now for pre-order: https://t.co/zNporTjn95#DareToCreate pic.twitter.com/edsKkV0KJH
— adidas Football (@adidasfootball) July 20, 2019
and a set of 21 individual player films – each told in the players’ native language.
The manifesto outlined by football legends separates creators from everyone else and boldly leads the new football revolution.
The creative agency (which also handled 2D production) was longtime Adidas collaborator Iris and the team included Senior Creatives Matt Wood and Tom Loveless, Creative Director Rachid Ahouiyek, Planning Director Ben Milligan, Senior Account Director Simone Botherway, Executive Producer Michael Hanney, Junior Producer Hetty Yoxall, Designer Will Timney, Artworker Tom Park and Retoucher Cat Wood.
The Production Company was Blink Ink and the films were helmed by Director Nicos Livesy, Producer Alex Halley and the Editor was Will Walsh of BURNING FLAG.
Audio was by Grand Central Studios with audio engineers George Castle and Aaron Taffel, audio producer Sarah King, music was by George Castle and the colourists were Duncan Russell & Holly Greig @ Freefolk.
Comment:
Unlearn, disrupt, intrude…it’s all quite marketingy.
And, with the ongoing Adidas big idea so comprehensively built around ‘creators’ we expect that is the point.
Links:
Adidas Football
https://www.adidas.com/football
https://www.youtube.com/user/adidasfootballtv
https://www.instagram.com/adidasfootball/
https://twitter.com/adidasfootball
https://www.facebook.com/adidasfootball
Iris
http://www.iris-worldwide.com/
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