Pedro Martin-Calero
Director at Blink London
London, United Kingdom
Titleadidas GMR 1
Campaign adidas GMR
Advertiser adidas
Brand Adidas Football
Date of First Broadcast/Publication
Business Sector Sportswear
Story The launch film featuring Paulo Dybala sees two people battling it out for the best team rating on FIFA Mobile by competing in a series of gritty real-world challenges to prove their skill. The film is being followed by a product demo film and a series of ‘skills videos’ explaining how the product works and what it tracks. As well as creating the launch strategy and content for GMR.
Problem . adidas GMR (pronounced Gamer) is a smart insole that tracks your real world football skills and uses that data to improve your team in EA Sports FIFA Mobile – the better you get on the football field, the better your players become in FIFA Mobile. Utilising Google Jacquard technology, the insole tracks footballers’ speed, distance, shot power and passes. The data collected by the insole is then synced directly to the user’s FIFA Mobile team. Collaborating with adam&eveDDB, adidas secretly hid the GMR insole inside football boots in the days running up to the tech’s official release on 10 March. A online film, promoted by some of football’s biggest names, documents the high tech insoles being ‘smuggled’ into boots, before being hidden in stores around the world for gamers and footballers to find and sent to unknowing influencers.
Media Type Web Film
Post Production
Editing Company
Audio Post Production
Actor / Celebrity
Joint CEO
Marketing Vice President
Chief Creative Officer
Creative Director
Creative Director
Creative Team
Creative Team
Chief Production Officer
Agency Producer
Agency Producer
Chief Strategy Officer
Planning Director
Account Planner
Business Director
Account Director
Account Director
Project Manager
Packaging Design
Head of Design
Head of Design
Head of Design
Production Company
Executive Producer
Director of Photography (DOP)
Assistant Editor
Post Production
Sound Engineer
Sound Engineer

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