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Advertising Sports Marketing Fifa World Cup

Adidas says it 're-engineered' advertising with ‘Creativity is The Answer’ World Cup drive


By John McCarthy, Opinion editor

June 4, 2018 | 3 min read

Adidas has rallied an impressive 56 a-list creatives around the World Cup for a bold campaign designed to champion creativity. In assembling this cast in a stadium, the work can be chopped into micro-narratives designed for specific audiences.


Manchester United stars Paul Pogba and David Beckham

To give an idea into just how far-reaching the campaign is, Adidas, an official sponsor of the World Cup brought together creators including Leo Messi, Paul Pogba, Dele Alli, Gabriel Jesus, José Mourinho, Luis Suarez, Von Miller, A$AP Ferg, Mo Salah, Caroline Wozniacki, Karlie Kloss and Pharrell Williams.

With these figures on board, it is sitting upon a slew of creative that is anchored to a flashy campaign once again sitting at the intersection of sport, culture and music.

Ryan Morlan, vice president of brand communications at Adidas said claims to have “re-engineered the traditional advertising campaign” with the work from 72andSunny. By assembling such a vast array of talent, he said the brand is “creating endless inspiration through unique and personal content”.

Morlan added: “We are co-creating our story of sport and creativity with our consumers by reacting and responding to their preferences, attitudes, passions and geographies. Athletes in New York will get a different experience from those in London.”

The brand also brings to the fore its tango squads, its fleet-footed, football influencer group that it has centred multiple marketing and content efforts around. The campaign is inviting creatives to get involved with the World Cup action upon the #HereToCreate hashtag across Twitter, Instagram and Facebook.

60, 30 and six second cuts of the work will be distributed across digital and traditional platforms globally. Each piece will be tailoured to market.

Vote for the work below in The Drum's Creative Works and check out the rest of our World Cup coverage.

Adidas: advert-top-1 by 72andSunny

By Adidas

Overall Rating 3/5

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Advertising Sports Marketing Fifa World Cup

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