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Category
Consumer - Branded Social Campaign / Branded Social Campaign
Annual ID
SM16029M
About the Work
Picture the standard style of football boot launch. Famous footballers demonstrating things like speed, power, or control. Pretty boring for the market that spends the most money on football boots. And research proved that they buy boots not on what they do, but on what people online were saying about them. Haters cut through the ‘seen before’ football advertising, sparked a global conversation, across every channel, polarized debate and gave fans the most unlikely reason to buy… ‘hate’. It took adidas from supplier of kit, to supplier of swag; engaging with its fans like never before, and swatting away negative comments with the perfect social response: #therewillbehaters adidas was brave enough to let us use the most controversial footballers of the moment, Suarez, Messi, Bale, Benzema - and we turned the abuse that they faced into the campaign. Merging football, fashion, music, and banter, and resulting in adidas’s
2016 Awards
Total Points: 5
Merit
Credits
Agency
Iris / London
PR / Marketing Agency
Carat / London
Strings & Tins / London
Limon Studios / London
Production Company
Frenzy / Paris
Creative Director
adam fish
Designer
Iain Robson
Director
Ernest Desumbila
Creative Team
Greg Dade
henry scotland
Michael Barrett
Simon Yoxall
Borja Lopez
Albert Montera Vera
Mike Bamford
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