TEAMGEIST by TBWA\Hong Kong for Adidas

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TEAMGEIST

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Hong Kong SAR China
Agency TBWA\Hong Kong
Executive Creative Director Mark Ringer
Creative Director Kin Hui
Art Director V Lau
Copywriter Gobby Leung
Account Supervisor Eric Fung, Eric Cheung, Paul So
Released May 2010

Credits & Description

Category: Point of Sale
Advertiser: ADIDAS
Product/Service: ADIDAS
Agency: TBWA\TEQUILA\HONG KONG
Date of First Appearance: May 26 2010
Entrant Company: TBWA\TEQUILA\HONG KONG, HONG KONG
Executive Creative Director: Mark Ringer (TBWA\TEQUILA)
Creative Director: Kin Hui (TBWA\TEQUILA)
Copywriter: Gobby Leung (TBWA\TEQUILA)
Art Director: V Lau (TBWA\TEQUILA)
Account Supervisor: Eric Fung (TBWA\TEQUILA)
Account Supervisor: Eric Cheung (TBWA\TEQUILA)
Account Supervisor: Paul So (TBWA\TEQUILA)
Media placement: Temporary Exhibition - Adidas Store - 26 May 2010

Describe the brief from the client
adidas football has always been about the team.

Every team needs diversity in unity – eleven individuals playing as one.

During this key FIFA World Cup year and more than ever before, the team is what adidas will stand for. Every team needs a kit, the outfit that stands for their team.

That’s why our fans recognise us, remembering who is inspiring them.

Objective:
- generating brand and product excitement.
- OWN THE “TEAM”.

Target:
- 16–24 males, active football lovers.
- 16+, general mass.

How to say it:
-Exciting, Engaging, Celebrating.

Where:
- Appropriate strategic locations (e.g. retail, online, ATL, etc.).

Describe the challenges and key objectives
The adidas 2010 World Cup theme was: Every team needs a shirt with a story – based on the fact that every nation has its own myths and legends that drive jersey design. Our task was to sell jerseys by creating deeper interest in each nation’s jersey.

Describe how you arrived at the final design
We brought the story to life in-store. Inspired by Germany’s mythical Eagle, we created an 8-foot tall sculpture out of the jersey, that not only resembled the legendary creature, but told the story of its myth.

Give some indication of how successful the outcome was in the market
The sculpture not only delighted fans of the German team but attracted passers-by. In the end, the team gained a new following and so did the store. Sales of the jersey soared – with a 50% increase.