Levin Reyher
Advertising Manager at adidas
Amsterdam, Netherlands
TitleThe Spark (90 sec)
Campaign Every Team Needs The Spark - adidas
Advertiser adidas
Brand adidas
Date of First Broadcast/Publication
Product F50i
Business Sector Athletic Footwear

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%.
Media Type Web Film
Market France, Germany, United Kingdom, Italy, Spain
Actor / Celebrity
Art Director
Audio Post Production
Editing Company
Sound Design Company
Sound Producer
Editing Company
Advertising Manager
Advertising Manager
Advertising Manager
Actor / Celebrity
Executive Creative Director
Executive Creative Director
Agency Producer
Account Director
Account Manager
Head of Account
Director of Photography (DOP)
Executive Producer
Production Company
Media Rep. Carat

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