Adidas
All In Or Nothing
World Cup Campaign
From pitch to production, this work took almost two years to produce. Featuring the world’s greatest football players from the Adidas roster, we set out to make the brand the most talked about during the 2014 World Cup.
Collaborating with internationally acclaimed director Fernando Meirelles for the films and Kanye West for the music, we traveled to nine countries to capture all the players for television, digital, social, outdoor, gaming and print.
Role: Concept/ Creative Direction/ Art Direction
TBWA Chiat Day
CD/ Art: John Figone
CD/ Copy: Linda Knight
ACD/ Art: Mariota Essery
Results:
1.59M conversations/ Most talked about brand related to the 2014 FIFA World Cup in Brazil
39M+ views/ Most viewed sports brand on YouTube (during the tournament period)
5.8M/ Follower increase across all major social media platforms
14.5%/ Fastest growing football community in social media
917K/ Most used Twitter brand hashtag (#allin)
Wood Pencil / British D&AD
Act one "The Dream" aired during the first round of the World Cup while Act two "Wake Up Call" aired during the finals.
Created for organic social, this film was shot in a day with retired footballers Zinedine Zidane and David Beckham taking on newcomers Gareth Bale and Lucas Moura for an impromptu kickabout in Beckham’s house.
Teaming with EA Sports FIFA World Cup Brazil we custom built this moment of Gareth Bale nutmegging Zinedine Zidane to kick off the “House Match” social film.
Leading up to the World Cup, supporting transit takeovers appeared in major cities including London where buses took to the streets sporting players such as Lionel Messi, Mesut Ozil, Luis Suarez, Dani Alves and more.
One of our executions went viral after Luis Suarez bit Giorgio Chiellini during a heated match. Fans posed between the jaws of the Uruguay striker and the images appeared all over social media. Adidas ultimately replaced the creative but it made headlines which was entertaining.
