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Creativity Gets you noticed

Creativity Gets you noticed | adidas | 72andSunny
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basics
Industry: Apparel, Clothing & Footwear
Media:Cyber
Market:Netherlands
Style: Minimalism
descriptioncnen
Synopsis
• Situation adidas is on a mission to become the best sports brand in the world, aiming to win with young athletes around the world by proving that creativity is the ultimate difference maker in their game, their lives, and in the world. With football being the heart of the brand, preseason is a crucial time for adidas to stand out. Particularly in 2017, when the eternal duel in the market was getting even tougher with new competition ramping up their football ambitions. • Brief Create a brand campaign for adidas based on the positioning of creativity to distinguish adidas from the competition and win (back) young athletes’ hearts. • Objectives Reach and engage young football players in European markets Get them talking about adidas and the get them to bring their own creativity to the game
Strategy
While our competition pushed messages around potential and effort, we went on to build on adidas’ territory of creativity to deliver a distinct promise to young players: creativity is the ultimate difference maker in the world – and their game. Research showed that young athletes optimistically take matters into their own hands when it comes to forging their paths through school and life. We wanted to bring this mindset to sports, where recognition used to be reserved for the big leagues and stars following traditional paths. Today’s social mechanisms, however, allow creativity from anywhere to get global attention. To get our POV into the feeds of teenage athletes we didn’t rely on the traditional way of star-ladden campaigns: we tapped into the community of adidas’ anti-club league Tango Squad to identify players in each of our core markets, where they had a small but engaged following.
Outcome
In less than a week, the anthem film gathered 10+ million views, excluding the impressions that our Tango Squad creators made on all the other channels. Since the launch of #HereToCreate, no other campaign has received more comments within the first five days of their launch. Ultimately, the confident display of creativity of our protagonists gathered more than 182M video views online. An above average view-through-rate, more than 760M impressions, and tens of thousands of people talking about the campaign on the web and offline prove that creativity truly gets you noticed. Even more noticeable: sales figures for adidas football increased in high single digits compared to the previous year, and brand value grew 58%, according to Millward Brown, making adidas the #1 in 2017 Top 20 Risers.
Execution
As athletes who are seeking fame and status by forging their own paths, local Tango Squad members were the perfect partners to hero the campaign and to take over adidas’ platforms (social, digital, retail, film) to get noticed on a global stage. Each member became their region’s icon. Starting with their personal channels, they told their story of how they use creativity to get noticed and encouraged other creators to follow suit. The more creative their actions the bigger their reach. OOH, retail and adidas’ social channels featured each market’s Tango Squad hero. Even adidas.com became a stage for our creators. Our key asset was a global film showcasing our full Tango Squad breaking into the greatest football establishment —Real Madrid’s training facilities. The Squad has one goal in mind —get noticed by the club, coach, and world at large —through their creativity on and off the pitch.
CampaignDescription
During a time where big sports brand traditionally put their big icons with millions of followers on a pedestal, we decided to flip the script to prove to young athletes that they need to tap their own creativity to get into the spotlight: creativity gets you noticed. We handed over the keys to our brand and our channels to members of a small but growing community: the Tango Squad, adidas’ anti-club league. Their creativity opened them the doors to our brand channels, putting them in the limelight for not only the duration of the campaign – but beyond. Using their reputation in the community and amplifying their acts of creativity ultimately proved that creativity is the ultimate difference maker – on and off the pitch.
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awards
Cannes Lions International Festival of Creativity 2018
Bronze Social & Influencer
Content Marketing > Partnerships
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