ADIDAS
FIFA 2018
We proved that sport is art. And that whatever you do, “Creativity is the answer.”
My team was with adidas throughout Fifa 2018, and in addition to a huge amount of different material, we did some landmark projects.
adidas has been the main sponsor of FIFA World Cup for 40 years. In 2018, great numbers of tourists and football fans came to Russia for the first time.
We wanted to surprise and engage people with adidas communications – and to tell them a little about Russia’s football team.
Where do the tourists go first? Of course, everyone goes to the Red Square, but the Kremlin was almost always off limits throughout the FIFA World Cup. The second most popular venue is the Bolshoi Theater.
This is why a day prior to the championship’s opening night we did a 3D mapping of Bolshoi’s faсade. Thousands of tourists saw our amazing show, and the best media outlets from around the world reported on this campaign.
We also wanted to show "creativity" through the main things in football. So together with several Influencers we created unique football jersey designs.
This limited collection was a part of the “Creativity is the answer” campaign, and it could be purchased at the adidas stores throughout the championship. You could also make your own design.
The World Cup playoffs are the time when new official match balls are presented. We had to effectively promote this important football event and prepare the presentation of the new adidas Telstar ball.
Together with adidas team, we decided to organize the ball’s presentation at Russia’s principal football arena, the Luzhniki Stadium. We designed a giant animation that was projected onto the stadium’s roof with an area of 30,000 m2.
“Creativity is the answer” campaign that was fronted not just by the athletes, but also by self-made people whose chief personal quality is creativity.
We developed both the standard and unusual OOH advertising formats, the banner campaign, special projects, digital surfaces, and printed materials for the events.
2018
SLD agency
Rusults
Total reach 38,5m
Views 12,5m