Adidas: ADIDAS IS ALL IN

Credits & Description:

Category: Digital Outdoor

Advertiser: ADIDAS

Product/Service: ADIDAS

Agency: FULLSIX GROUP

Agency: WIZZ

Agency: SUPERBIEN

Chief Creative Officer: Michael Edery

Creative Director: Olivier Chartier

Art Director: Daniel Baesler

Production Company: Wizz & Superbien

Advertiser Marketing Director: Nicolas Favre

Advertiser Senior E-Marketing Manager: Julien Ulrich

Advertiser PR leader: Emmanuelle Gaye-Pouédras



Ambient Execution Description

adidas is the preferred brand of French for the fifth consecutive year. However, the brand suffers a lack of affinity with 14-19 because of a positioning that must be clarified, somewhere between fashion and football.

In this context, adidas launched a new brand campaign in 2011 to install its sport and lifestyle positioning, with one signature: « adidas is all in ».

A global brand campaign, a gateway to the adidas world with the goal to unify its divisions and labels.



A « Big Bang », on March 16, 2011 mixing advertising, event and digital & social experiment:



Referring the same evening to this spectacular and innovative event at the Palais du Pharo, Marseille, a 3D video mapping, mixing special effects and video footages of sport stars (e.g. Teddy Riner) on a 1800 m2 surface, finishing with an exclusive concert with Justice, Busy P and DJ Mehdi, the whole thing broadcast live on every adidas « touchpoints », and in the presence of press and influent bloggers, for a post-event buzz (« Social strategy »).



This event marks the departure of digital and viral experiential on Facebook, which fans will be able to participate with in a competition throughout the year, and organize their own event through an innovative app. They choose every part of their event (attractions, sport and lifestyle stars, etc.). The app will generate a customized promotional film for them to share on their Facebook page and make their « friends » vote.



Creative side



A « mantra » at the heart of all communication actions:

« We give everything we know, and even more. No doubts, no inhibitions, no restraints. From pitches to fashion shows, from stadiums to the street, whatever the game is, our engagement remains the same. First with our heart, together above all. United by passion, we give everything. All in. »



First ad broadcast took place on the same date as the event, on March 16, 2011, and the digital part goes on all the year 2011 long.