Adidas Marks Premier League Finale with Star-laden ‘Unlock The Game’

As we approach the business end of the closest season ever, adidas, BBH Sport & Hill & Knowlton have launched “Unlock the Game”, a unique campaign that exists in real time across adidas' social channels and pulls in adidas players who are battling it out for their teams in the Premier League.

Featuring adidas assets including Luis Suarez, David Silva, Oscar, Juan Mata, Leighton Baines and Aaron Ramsey, “Unlock the Game” was created to support the launch of the latest adidas new boots - adizero F50, Predator, 11Pro and Nitrocharge.

For the past few weeks, “Unlock the Game” has seen adidas comment on the fortunes of the key players responsible for 'unlocking' the tightest league in memory, either with a goal, an assist, or a piece of magic. It is set to run until the season climax, where someone will finally unlock the title.

The campaign has consisted of contextual and tactical social print running before, during and after all the big games. When the big moments have happened, adidas has been there with point of view, sparking debate and discussion online.

The campaign also comprises an online film which shows adidas’ players on the training ground and gives football fans a glimpse of these game-changing players as they hone their skills and plan how to unlock the biggest games.

Credits

Creative Credits

Client: Steve Marks, Senior Communications Manager - Sport Performance

Client: Joe Carby,  Digital Communications Manager

Agency: BBH Sport/Hill & Knowlton

Hill & Knowlton Consultant: Alex Preece

BBH Sport Creative Team: Jack Smedley and George Hackforth-Jones

BBH Sport Interactive Art Director: Vinny Olimpio

BBH Sport Creative Director: Ewan Paterson

BBH Sport Strategic Business Lead: Keir Mather

BBH Sport Team Director: Patrick Farrall

BBH Sport Strategist: Will Lion

BBH Sport Strategist: Jamie Watson

BBH Sport Team Assistant: Renwick McAslan

Film Credits

BBH Sport Producer: James Southward

Production Company: A+

Director: Niall O’Brien

Executive Producer: Lizie Gower

Producer: Dom Thomas

DoP: Matyas Erdely

Post Production: ETC / The Line

Post Producer: Matt Williams

Flame Artist: Adam Watson

Flame Assist: Taran Spear

Editor/Editing House: Simon Harwood @ Assembly Rooms

Sound: Miles @ Grand Central

Print Credits

BBH Sport Producer: Sarah Cox

Photographer: Adam Hinton