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Category
Integrated Branding / Integrated Branding Campaign
Annual ID
07090G
About the Work
In 2006 adidas launched the largest multi-platform marketing campaign in their history: the +10 campaign. This integrated campaign ran alongside the FIFA World Cup in Germany and was structured in 3 distinct phases over 9 months. Research had revealed that young people felt alienated from the superstars of football and tainted by the commercialization of the game. For this reason,+10 sought to re-unite professionals with the grassroots through a truly interactive and inclusive campaign. The +10 advertising campaign was developed and executed to express a core truth about football: if you believe in yourself and your team mates, anything is possible.
The +10 message went out globally and was structured in 3 phases using 10 distinct media platforms: ATL, Online, PR, Mobile, Events, Experiential, Guerilla, Retail, Content and Co-ops with other World Cup sponsors. To achieve global impact the advertising agency worked closely with 40 partner agencies to orchestrate the marketing initiative. The Campaign was unusual in that there was no headline or indeed copy ñ rather a logo to express the idea of you plus ten team mates.
The success of the campaign showed how one big idea can go out over all media channels.
The +10 message went out globally and was structured in 3 phases using 10 distinct media platforms: ATL, Online, PR, Mobile, Events, Experiential, Guerilla, Retail, Content and Co-ops with other World Cup sponsors. To achieve global impact the advertising agency worked closely with 40 partner agencies to orchestrate the marketing initiative. The Campaign was unusual in that there was no headline or indeed copy ñ rather a logo to express the idea of you plus ten team mates.
The success of the campaign showed how one big idea can go out over all media channels.
2007 Awards
Total Points: 15
Silver Pencil
Credits
Production Company
Stink Productions
Art Director
Chris Landy
Dario Nucci
Bertrand Fleuret
Creative Director
Andy Fackrell
Designer
Julian Wade
Director
James Brown
Ivan Zacharias
Photographer
Robert Wilson
Writer
Richard Bullock
Lee Hempstock
Agency Producer
Cedric Gairard
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