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Creative

adidas Says ‘Creativity is the Answer’ in Star-Studded World Cup Ad

72andSunny Amsterdam and Iconoclast’s Manu Cossu enlist the likes of Lionel Messi, Paul Pogba and Pharrell Williams

adidas Says ‘Creativity is the Answer’ in Star-Studded World Cup Ad

Using the world’s biggest moment in sport as the backdrop, adidas has re-engineered the traditional campaign model through personal storytelling, bringing together 56 of the world’s most influential creators across sport culture, including Leo Messi, Gabriel Jesus, Caroline Wozniacki, Karlie Kloss, Pharrell Williams.
 
adidas believes in the power of an athlete’s imagination and using creativity to make a difference in their game, life and world.

In the campaign titled Creativity is The Answer, adidas aims to inspire creators across sport culture to be courageous, unexpected and to shape their own reality.

 
Ryan Morlan, VP Brand Communications at adidas said: “We have re-engineered the traditional advertising campaign – the way only the creator sports brand can – by creating endless inspiration through unique and personal content. We are co-creating our story of sport and creativity with our consumers by reacting and responding to their preferences, attitudes, passions and geographies. Athletes in New York will get a different experience from those in London.”
 
adidas has developed its most personal brand experience across mobile, social, digital and broadcast in New York, London, Shanghai Tokyo, Paris, and Los Angeles. Within each of these key cities for adidas, athletes will see different and custom content featuring creators that are shaping sport culture in their city.
 
The story extends through the 56 unique creator voices on their personal social channels with a range of tailored content – demonstrating how creativity is the difference maker in each of their own games.
 
Viewers are escorted through the backstage for a show like no other. Creators from across sport culture appear gearing up for their unique feats of creativity. José Mourinho directs the backstage, ushering Luis Suarez, Von Miller, Gabriel Jesus, Karlie Kloss and more to the stage. As the show begins, the master of ceremony A$AP Ferg delivers the words that lead viewers through a showcase of creativity.
 
Football icon Paul Pogba is surrounded by athletes who are inspired by his every move and put their own spin on things, spreading a wave of creativity and unveiling the Predator Tango 18+ Street. From there, you see two adidas Tango squads playing five-a-side, where Caitlyn Schrepfer, renowned freestyle footballer, uses her creativity to go from the streets to stardom alongside Mo Salah and Dele Alli.
 
Leo Messi added: “On the pitch, a moment of creativity can transform a game – you have to see the things that others can’t see and take chances others won’t. Creativity sets players apart.” 
 
Next up, Javier Hernández, Mesut Özil and Lindsey Horan show how sport unites people from all backgrounds, beliefs or gender. In the last act, we see legend Leo Messi, inspiring viewers to throw out the script and make their own rules. The film closes with Pharrell passing the mic to the viewer, a call to all to create the answer.
 
A call to action from adidas to consumers worldwide.  Inviting athletes, musicians, artists and filmmakers in adidas key cities – London, Los Angeles, Tokyo, Paris, Shanghai, New York and host city Moscow – to co-create and shape the brand narrative for the rest of the campaign throughout the World Cup event. These images, moments and content that adidas and makers create together will form the first ever open-sourced campaign and real-time pulse of the world’s biggest sporting event.
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Client

Advertiser: adidas

Brand Communications Manager: Kate Boltin (Director,Global) , Adam Daysh (Senior Manager, Global)

Director: Kirstin Mellqvist (Creative Shooting and Production)

Production Manager: Katarina Pepichova (Creative Shoot and Production Manager) Martine Nash (Assistant)

Assistant Marketing Manager: Madeline Dennison (Global Brand Comms)

Senior Manager, Global Creative: Meagen Moore (Creative Shoot and Production)

VP of Marketing: Florian Alt (Global, Football)

Brand Creative Lead: Eleanor Fitzgerald (Senior Creative)

Senior Director: Lia Stierwalt

Global Vice President: Ryan Morlan (Communications)

Brand Operations: John Van Tuyll (Global, Production)

Brand Director: Stéphane Février

Director of Brand Communications: Jenny Chen

Junior Producer: Danny Nouri, Matt Marty

Senior Director, Marketing Communications: Matthew Davidson (Global Comms, Football)

Creative Agency

Creative Agency: 72andSunny Amsterdam

Creative Director: Simon Schmitt, Emiliano Trierveiler

Copywriter: Jorgen Sibbern, Shan Shan Quan

Art Director: Domingo de la Villa, Matteo Gallinelli

Strategist: Carl Jonsson

Producer: Yaya Zhang, Ricardo Hieber

Executive Creative Director: Stuart Harkness, Carlo Cavallone, Johnny Tan (APAC)

Executive Producer: Kerli Teo

Managing Director: Nic Owen

Strategy Director: Maximilian Weigl, Danny Feeney

Senior Copywriter: Carlos Font

Senior Producer: Jennifer Chien, Enrico Toeschi, Neil Henry, Yago Carvajal

Researcher : Nastassja Bonnabel

Brand Manager: Rico Oyejobi, Abigael Smith

Brand Coordinator: Alejandra Arbiol

Business Affairs Manager: Melita Watt, Belen Jerez, Julie Katsoula

Communications Strategist: Ruro Efue (Senior), Nathan Makan

Director of Business Affairs: Madelon Pol

Group Brand Director: Bassam Abdel-Rahman

Brand Coordinator: Alejandra Arbiol

Business Affairs Director: Nora Adams

Creative Technologist: Gabor Szalatnyai

Production Company

Production Company: Hecho Amsterdam/ Iconoclast

Executive Producer: Charlotte Marmion (Iconoclast)

Director: Leonardo Cosme (Hecho)/Manu Cossu (Iconoclast) Director B team : So Me (Iconoclast)

DOP: Andre Chemetoff (Iconoclast)/DP B team : Benoit Soler (Iconoclast)

Producer: Fran Thompson, Charlotte Woodhead (Iconoclast)

Audio Production: Ben Tomlin

Production Manager: Lucy Tate (Iconoclast)

Offline

Edit Company: Work London

Editor: Jono Griffith, Charlie Moreton, Anne Perri, Hasani Franke

Producer: Winnie O’Neil, Ella Sedgwick

Executive Producer: Julian Marshall

Post Production / VFX

Post Production Company: The Mill

Colourist: Oisin O'Driscoll

Producer: Sean Francis, Ellie Thwaites (Assistant)

Executive Producer: Reece Ewing & Misha Stanford-Harris

Grade: The Mill

Online Artist: Richard Payne James Pratt Nick Sze Gavin Marler

Designer: Hecho - Dave Renton, Tim Berklemans, Josh Harris, Jack Catterall

Colour Assistants: Thomas Mangham Brendan Buckingham Daniel Levy

Studio Manager: Tanya Funnell (Senior, Hecho) Ashlie Hutber (Coordinator, Hecho) Jackie Sevcik (Coordinator, Hecho)

3D Lead Artist: Alan Williamson

Music

Audio Post Production: Wave Studios

Sound Editor: Jonny Platt

Sound Designer: Ed Downham

Digital Production Company

2D Lead: Ant Walsham

2D Artist: James MacLachlan Carl Norton Olivia O'Neil Joseph Dymond Declan Andrews Charles Dockerill Frederic Heymans Rebecca Clay Milo Paterson

3D Artist: Finlay Crowther Laurent Giaume Katherine Ross Edward Hicks Vicky McIntyre Maxime Cronier Gabrielius Burokas Jack Harris James Hansell

Animation

3D Design: Theo Gibara Oliver Johnson Kenny Addeh

Category: Events , Sports and leisure