Adidas celebrated the culmination of the FIFA World Cup Final by extending its ‘creators’ campaign blending football with all aspects of culture and entertainment and by focusing on French star endorsers and now world champion Paul Pogba.
The music video style lead spot, launched on the day of the World Cup Final on 15 July, runs under the title ‘Creativity Is The Answer’.
The copy claims that “During the 2018 FIFA World Cup, creativity goes beyond the pitch. Across every aspect of sport culture. Creativity is the Answer”.
The content drives viewers to the sportswear giant and official FIFA partner’s World Cup micrositehttp://a.did.as/WorldCupFinal
The France midfielders, led by Manchester United star Pogba, were the focus of Adidas attention in a low latency social campaign running just minutes after the final whistle.
The simple social content spanned Facebook, Instagram
and Twitter.
World Champion.
End of Story. @paulpogba #HereToCreate
—#WorldCup pic.twitter.com/tmoW8218wR— adidas (@adidas) July 15, 2018
which tied pre match and post match player images with the combative copy line ‘World Champion. End Of Story’
Comment:
This final phase of the FIFA sponsor’s World Cup work continues where the ‘Create The Answer’ launch phase of its huge, integrated, multi-platform activation programme (see case study).
A multiple ambassador led campaign that blends football not just with other sport, but with all strands of entertainment and culture – from music and fashion, to art and design.
Amongst its other, notable local market activity was the UK’s Adidas Creator Base on the tournament’s opening weekend: an ambitious live experience in Shoreditch aimed at engaging with London’s football-obsessed youth and inspiring and supporting them to create everything from customised shirts and football cages to footwear through workshop sessions and experiences.
The branded space featured a fully installed football pitch, a live music space, a creator workshop, a live radio broadcast space hosted by Reprezent Radio and, crucially, a World Cup screening room and EA Sports FIFA lounge.
Links:
Adidas
https://www.adidas.com/heretocreate
https://www.youtube.com/user/adidas
https://www.facebook.com/adidas
https://www.instagram.com/adidas/
