Adam Scott
Colorist at Gorgeous Enterprises
Portland, 美国
标题The Spark (90 sec)
广告公司
广告战役 Every Team Needs The Spark - adidas
广告主 adidas
品牌 adidas
首次发布日期 2009 / 5
产品 F50i
行业领域 运动鞋
剧情简介 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%.
媒体类别 Web Film
长度
市场 法国, 德国, 英国, 意大利, 西班牙
演员/名人
演员/名人
制作公司
导演
执行制片
制片
摄影指导
Head of Account
客户经理
客户总监
广告公司制片
执行创意总监
执行创意总监
文案
美术指导
广告经理
广告经理
广告经理
剪辑公司
剪辑师
制片
Sound Producer
音效设计公司
电影电视
剪辑公司
音频后期制作
Media Rep. Carat

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