adidas - "The Spark (90 sec)"

180 Amsterdam

180 Amsterdam Amsterdam, Netherlands

Ödüller

21482

Marka: adidas
Ülke: Netherlands

Reklamcı: adidas

Başlık	The Spark (90 sec)
Haftanın	180 Amsterdam
Kampanya	Every Team Needs The Spark - adidas
Reklamcı	adidas
Marka	adidas
İlk Yayınlanma Tarihi	2009 / 5
Ürün	F50i
Sektör	Sneakers / Athletic Footwear
hikaye	SUMMARY: The objectives of the adidas campaign were to increase F50 sales without undermining margin, to drive a new interest in the F50 boot: inspire and get the audience to find out more about the product and to increase engagement in the overall adidas football brand and the business. The core audience is hardcore football players. The hardcore audience is concerned ultimately about how products can affect their game on the pitch. Whilst Nike took first mover advantage, research showed that speed positioning alone was actually not especially motivating; what the audience wanted was speed with the ball and the F50 had all the features to deliver that. adidas celebrated the role of the 'fast footwork player' and gave the F50 greater relevance within the team key to de-position the competitor boot that only talked about straight line speed of individuals. "Every Team Needs" was the campaign's creative foundation. By building on the personas that underpinned the 'fast' playing style we could bring more depth and flexibility to the message. In order to tell these stories in the most compelling and distinct way possible, adidas needed a bold visual approach: the solution was a graphic novel style. This graphic world allowed the agency to bring to life super hero alter egos representing players' skills and their role on the pitch, beginning with Lionel Messi as The Spark. The campaign narrative showed Zinedine Zidane as a mysterious individual scouting the world to identify and gather the players that every team needs. Results show that the campaign transformed online football audience into brand advocates though their blogs (Comscore estimates advocates are worth 2x to 3x more than average consumers).In addition, F50 sales grew consistently in main European football markets whilst protecting margin. Looking at overall sales and dividing that by marketing investment, the campaign showed an improvement year on year of 76%.
Medya Türü	Web Film
Süre	90 seconds
Market	France, Germany, United Kingdom, Italy, Spain
Aktör	Zinedine Zidane
Aktör	Lionel Messi
Prodüksiyon Şirketi	Morton Jankel Zander (MJZ)
Yönetmen	Rupert Sanders
Prodüksiyon Sorumlusu	Debbie Turner
Prodüktör	Nell Jordan
Görüntü Yönetmeni	Alwin Kuchler
Head of Account	Dan Gibson
Müşteri Temsilcisi	Feliciano Robayna
Müşteri Direktörü	Matt Jennings
Ajans Prodüktörü	Joe Togneri
Yaratıcı Yönetmen	Andy Fackrell
Yaratıcı Yönetmen	Richard Bullock
Reklam Yazarı	Peter Albores
Sanat Yönetmeni	Martin Terhart
Reklam Sorumlusu	Levin Reyher
Reklam Sorumlusu	Andrew Lux
Reklam Sorumlusu	Timo Kaemmer
Editing Şirketi	Work Editorial
Editör	Neil Harris
Prodüktör	Jane Dillworth
Ses Prodüktörü	Daniel Cross
Ses Tasarım Şirketi	Alex Nicholls Lee
Telesine	Adam Scott
Editing Şirketi	The Mill London
Ses Post Prodüksiyon	Wave Amsterdam
Medya Temsilcisi	Carat