adidas - "Graphic novel"

180 Amsterdam

180 Amsterdam Amsterdam, Netherlands

Премии

7519

Бренд: adidas
Страна: Netherlands

Рекламодатель: adidas

Заголовок	Graphic novel
Агентство	180 Amsterdam
Кампания	Every Team Needs The Spark - adidas
Рекламодатель	adidas
Бренд	adidas
Posted	Июль 2010
Продукт	F50i
Бизнес сектор	Спортивная обувь
История	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%.
Тип медиа	Печать
Рынок	France, Germany, United Kingdom, Italy, Spain
Исполнительный креативный директор	Andy Fackrell
Исполнительный креативный директор	Richard Bullock
Арт-директор	Martin Terhart
Копирайтер	Peter Albores
Директор	Rupert Sanders
Продакшн Студия	Morton Jankel Zander (MJZ)
Оператор-постановщик	Alwin Kuchler
Продюсер	Nell Jordan
Продюсер	Jane Dillworth
Исполнительный продюсер	Debbie Turner
Директор рабочей группы клиента	Matt Jennings
Продюсер агентства	Joe Togneri
Специалист по работе с заказчиками	Feliciano Robayna
Редактор	Neil Harris
Редакционная компания	Work Editorial
Редакционная компания	The Mill London
Аудио послепроизводственный этап	Wave Amsterdam
Телекинопроекционная аппаратура	Adam Scott
Звуковой дизайн компании	Alex Nicholls Lee
Звукорежиссер	Daniel Cross
Актер / Знаменитость	Zinedine Zidane
Актер / Знаменитость	Lionel Messi
Менеджер по рекламе	Levin Reyher
Менеджер по рекламе	Andrew Lux
Менеджер по рекламе	Timo Kaemmer
Медиа группа	Carat
Head of Account	Dan Gibson