Leveraging its global FIFA tie-up with the 2023 Women’s World Cup, adidas ran a series of local market specific campaigns in parallel with its global ‘Play Until They Can’t Look Away’ and in the US the creative champions the US Women’s National Team through executions fronted by star players Lindsey Horan and Trinity Rodman.
The players, who were chosen as ambassadors as they ‘embody a passion for the game’ similar to the brand’s,
The campaign, developed creatively by Copa90 and NM Productions (with 19 Sound), was spearheaded by a pair of dynamic spots directed by Giorgio Bruni titled ‘Knowing Who You Are With Trinity Rodman’ and ‘Paving Your Own Way with Lindsey Horan’.
The energetic spots blend tight foley cuts with dynamic music edits and stylised animation sequences to show off the raw talent and drive of the athletes. Rodman’s spot was shot in her home town of Washington DC and Horan’s in Denver where she grew up – both capture the athletes’ strength, passion and love of the game, while offering a playful glimpse into their lives.
‘Knowing Who You Are With Trinity Rodman’ dropped online on 18 July and ‘Paving Your Own Way with Lindsey Horan’ on 19 July and both seek to drive viewers online to find out more at http://www.adidas.com.
“Shot on location, we began in Washington DC with Trinity Rodman,” recalled Director Bruni. “On the morning of the shoot, we woke up to a thick smog that had blown over from the Canadian wildfires, meaning we couldn’t initially shoot on the pitch as planned. Alongside the brilliant creative team at Copa90, we managed to quickly find a solution and pivot the shoot to interior sets, capturing Trinity’s fun and dynamic performance to really show who she is both on and off the pitch.”
“Next up, we headed over to Denver to film at the Dicks Sporting Goods’ Stadium with Lindsey Horan,” continued Bruni. “Combining our grip’s bespoke equipment and camera rigs that were purpose built for some of our shots, we captured Lindsey’s electric energy, as she tore up the pitch and took us through her journey so far, both as a person and player. We hope the ads put more of a spotlight on the power of these female athletes and women’s’ soccer as a whole.”
The campaign was created by a team at agency/content creator and platform Copa 90 led by Creative Director Lawrence Talis, Creative Ro Jackson, Head Of Production Rob Michaels, Chief Client Officer Fisyao Alafe-Aluko and Agency Producer Chantal Gold.
Production was by NM Productions with Director Giorgio Bruni, Director Of Photography Carl Burke, Hair And Makeup Artist Lilly Marsh, Stylist Krissie Togerson and Production Designer Emily Han-Young Hurd. Post production and VFX was by John Holloway, while music and sound was handled by 19 Sound and TRO Music.
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Adidas’ local market activations leveraged either national team kit partnerships or player ambassador alliances and other country specific work included ‘La Ricerca / The Search’ in Italy (17 January), ‘When Beckham Met Russo’ in England (17 July), ‘Vår Tid Nu / Our Time Now’ in Sweden (from 18 July), ‘Nadeshiko / Keep An Eye On It’ in Japan (20 July) and ‘Kholosa Biyana: Remember My Name’ in South Africa (20 July).
While host country activations in Australia included a four-metre replica of the FIFA Women’s World Cup 2023 OCEAUNZ Official Match Ball at Martin Place in Sydney’s CBD and giant outdoor posters celebrating Matildas stars Mary Fowler and Caitlin Foord. The giant, bold, wrap take-overs of two of Sydney’s tallest buildings featured in-motion imagery of the adidas athletes designed to capture the attention of Sydney residents and visiting fans walking past on street-level or travelling by car in and out of the city over the Harbour Bridge.
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