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Adidas: Ready for Sport: The Anthem by iris

Agency: iris
Client: Adidas
Date: Aug 2020
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Adidas has unveiled 'Ready for Sport: The Anthem', a campaign film that reflects on recent sporting history to celebrate the true magnitude of what it brings to the world. With a bold opening line exclaiming sport might not be the answer, the film goes on to explore how it can bring communities together as we see a montage of raw emotion, dedication and exhilaration through leading global athletes.

As athletes face unprecedented challenges, the 60-second film is narrated by South African rugby icon, Siya Kolisi, who made history as the first Black man to be appointed Test captain of the South African team in 129 years of rugby, and with sheer determination, led the South African Rugby team as they were crowned world champions against England in 2019. His personal journey of growing up in the impoverished township of Zwide to captaining the national team embodies adidas’ belief that sport has the power to change lives.

“Sports might not be the answer right now, but it teaches us that impossible challenges must be faced and overcome,” says Kolisi. “Now that sport is back, we can’t waste this chance. We should be playing with more heart and more fire, because nobody knows what the future holds. Opportunities will come, and we must be ready”

Kolisi’s poignant message is echoed to athletes in the film against a backdrop of scenes including Paul Pogba scoring the winning penalty with seconds to go, Noah Lyles racing to finish line and going for gold, Caroline Dubois practicing her knockout in the boxing ring, and Candace Parker’s steely focus as she practices her shot – showcasing the sheer optimism and excitement that sport can bring to elite and every day athletes alike.

Credits

Client – adidas

Lead strategic & creative agency – Iris

Executive Creative Directors – Henry Scotland & Rachid Ahoiuyek

Creative Director – Gabi Mostert

Creative team – Eve Anthony

Designer – David Missen

Strategy Director – Rory Natkiel

Managing Partner – Nico Tuppen

Group Account Director – Simone Botherway

Agency Producer – Annabel Singer

Agency Producer – Emily Hendrey

Production Company – POPs Production

Director – Gabi Mostert

Editor – Kevin Palmer

Editor – Andy Sowerby

Editor – Jamie Rathbone

Editor – Iain Finlay

Editor – Adam Beasley

Editor – Danny Carlyle

Post Production – POPs Production

Audio post-production – GCRS