2014 World Cup Campaign
To honor the incredibly talented, worldly diverse and wicked smart team that won the pitch, my job was to lead everything-creative during the 2014 World Cup for Adidas across the world, from a banner to the launch film(s), POS to digital.
Brasil was the host country and a year prior, we begin the journey by releasing the Samba Pack work and teased the world with some of my home country’s flavor: color, music and energy. By the time the clock switched to 2014, it was All In or Nothing.
At the end, this is what Adidas global CMO said: “This World Cup has been an outstanding success for adidas and clearly underlines our position as the world’s leading football brand…we were able to dominate the tournament on and off the pitch.”
Samba Pack Launch Film
World Cup Teaser Film
World Cup Launch Film
The Battle Pack
This summer there is no getting around it. If you want to be the last team, at the top of the pile, then you need to be willing to sacrifice it all. Fight for every inch and be willing to face the end of it all for your teammates, for your entire country. It isn't very hard. It's black on white. It all in or nothing. It is the Battle Pack.
The design is actually inspired by age old warpaint, which early native Brazilian warriors used, as well as iconic pavement patterns, from the ancient Mesopotamia that can now be seen on the streets of Copacabana Beach. Every single model has a pattern that expresses exactly the attitude and ability that each boot possess; speed, courage, control, energy and agility.
The World Cup Final Match
The FIFA World Cup is the single most-watched sporting event in the world, it attracts an average of 3.2 billion viewers. Our idea was to use all the most iconic moments that have defined the event and then lead up to the final. But with only 5 days from semi-final to final, where the actual the two teams would be known, we had a creative and production in our hands. And this is how the team pulled it off.
The Film
The Case Study
Awards
D&AD Yellow Pencil
D&AD Wood Pencil
Clio, Bronze
AICP