ADIDAS - WORLD CUP 2014 FEDERATION KITS LAUNCH
MAKING FANS GO ALL IN FOR THEIR COLORS
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Adidas needed a global destination to build up excitement towards FIFA World Cup 2014 and introduce the new kits of each federation.
In our website users were able to explore pixel by pixel a collection of kits made out of stories inspired by each nation design.
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Several interactive 360 cameras allowed users to explore every pixel of the fabrics, revealing the stories behind them and pre-ordering in one click.
These were reflections of national pride, character, history and hope, that would emerge from the kits in the form of multimedia content: From the inspirational feats of Russian cosmonauts in the 1960s, to Mexican artistry and Argentinian independence.
To incentivise buzz and content generation around the kits, we challenged fans to 'Show their colors or fade away'.
Users shared their content in Social, showing how far they would go for their national team.
The best stories were poured into the pixels that form the kits in the website, and the most inspiring ones won the chance to show their colours at the World Cup.
WHY I LIKE IT
This was one of my first jobs as a freelancer. When I got the call to work on a World Cup campaign, I was so excite I even turned down an amazing permanent role in Spain to make it.
I’d lie if I said it was totally worth it, but no doubt this project was a baptism of fire that helped me understand much better the complex processes and agency relationships behind such global launches.
It was also the project in which I met my good friend David Navarro, with who I would team up again for ‘The Next Rembrandt’.
CREDITS
Agency: United Stated of Fans / TBWA Amsterdam
Year: 2013
Role: Freelance Creative Director (with David Navarro)
Executive Creative Directors: Yacco Vijn, Ben Hartman
Production: MediaMonks Amsterdam