Role: Lead Creative
Agency: 72andsunny
Director: Manu Cossu
Prod. company: Iconoclast
For the 2018 World Cup, Adidas & 72andsunny re-engineered the traditional advertising campaign – the way only the creator sports brand can – by creating endless inspiration through unique and personal content. We created a story that reacted and responded to the preferences, attitudes, passions and geographies of the consumers. Athletes in New York got a different experience from those in London.
The brief was to reclaim their position as the original sports brand with a statement bigger than football. Hailing creativity as the ultimate difference maker, we rallied young people around the globe to believe that, no matter the problem, Creativity Is The Answer.
Twenty months and 56 world-class athletes after, we launched a film that’s the first of its kind. Using Google’s personalisation engine, the film was tailored based on a viewer’s favourite sport and icon, interests and location, creating hundreds of unique versions, served dynamically to each individual.
Passing the mic at the end, we invited young athletes shape the World Cup narrative. Creator Studios in Moscow, London and Los Angeles hosted workshops and events in physical and virtual spaces, challenging everyone to bring their own answer to local and global problems.
World Cup /// Creator Base Moscow
