CREATIVITY IS THE ANSWER
For the 2018 World Cup adidas wanted 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.
After twenty months, 56 world-class athletes and an amazing partnership with poet Saul Williams, we launched a first of its kind.
Using Google’s personalization engine, the film was tailored based on a viewer’s favorite sport and icon, interests and location, creating hundreds of unique edits, served dynamically to each individual.
With Pharrell passing the mic at the end, we invited young athletes to 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.
The film reached a record-breaking completion rate of 94%, with view-through rates 60% above average. Conversations about the brand in key cities jumped by up to 67%. Brand Buzz and Word of Mouth grew at higher rates than the swoosh throughout the tournament, leading to 4.8-times more visibility than their fiercest competitor.
By the end of the World Cup, adidas was selected among the World’s Top 20 Riser brands.
The Integrated Campaign
Agency: 72andSunny Amsterdam
Role: Creative Director / Co-Writer
Director: Manu Cossu
Music: Saul Williams (lyrics), A$AP Ferg, Pharrell / N.E.R.D.