Adidas India has rolled out an out-of-home campaign with a 3D face of Manchester United star Paul Pogba to promote its latest product, Adidas Predator.
The month-long campaign has been conceptualised by Posterscope India and aims to reach out to football players and fans across the subcontinent. While the creative was digitally converted into a 3D file used for print production, detailing and painting of the final piece was done by hand.
The campaign showcased a nine-foot-long 3D face of Pogba protruded on a billboard to ensure long distance visibility.
Sharad Singla, senior manager for omnichannel marketing brand communication at Adidas, said: “As a brand we wanted to make a bold statement,that was also in line with our product relaunch. We identified a powerful execution for outdoor which had an element of innovation, it brought to life the predatory instincts through the Pogba 3D execution on few sites.”
Aditya Goel, senior business director at Posterscope, added: “This was a brief where we had to think beyond the work that we had already executed for Adidas in the past. The creative, servicing and operation teams at Posterscope came together to execute a larger than life size 3D model.
"It is something which has not been tried so far in the country in the OOH space.
The Drum earlier spoke with Sean Van Wyk, senior marketing director of the Adidas brand in India, to find out what makes Adidas the number one sportswear brand in India.