Adidas Design & Branding TOMORROW STARTS NOW by TBWA\ Berlin

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Germany
Agency TBWA\ Berlin
Art Director Lucio Regner
Copywriter Stefan Schmidt, Vesna Koselj, Andreas Dürr, Tillmann Ebbinghaus
Released January 2012

Credits & Description

Category: Online Digital Design
Advertiser: ADIDAS
Product/Service: ADIDAS
Chief Creative Officer: Stefan Schmidt (TBWA Berlin)
Chief Creative Officer: Kurt Georg Dieckert (TBWA Berlin)
Creative Director: Stefan Schmidt/Vesna Koselj/Lucio Regner (TBWA Berlin)
Art Director: Lucio Regner (TBWA Berlin)
Copywriter: Stefan Schmidt/Vesna Koselj/Andreas Dürr/Tillmann Ebbinghaus (TBWA Berlin)
Strategic Planning: Moritz Kiechle (TBWA Berlin)
Account Manager: Falk Lungwitz/Benjamin Beck (TBWA Berlin)
Project Manager: Christian Waller/Thomas Guenther (TBWA Berlin)
Film Producer: Ilka Groeneweg (TBWA Berlin)
Experience Architect/Creative Developer: Erik Scholz/Nils Hartmann/Christian Peters (TBWA Berlin)
Film Production: (Soup Film)
Music Production: (Sizzer Amsterdam)
Digital Production: Gui Seiz/James Britton/Martin Nartey/James Bush (Stink Digital)
Motion Design/3D: Meny/Ohad Barda (Studio Aiko)
Post Production: (Optix Berlin)
Graphic Design: Andrew Morgan (TBWA Berlin)
Media placement: Internet - Microsite - 20 January 2012

Describe the brief from the client
The task was to create a campaign for the launch of the new jersey of the German Football National Team, as well as of the AdiZero F50 football shoe with the new miCoach technology.

Describe the challenges and key objectives
Launch of the new jersey of the German Football National Team. At the same time launch of the AdiZero F50 football shoe with the new miCoach technology.
miCoach makes it possible to record and analyse relevant training data of the player such as distance covered, top speed, number of sprints and performance zones during the training or football match by means of a chip placed in the sole of the AdiZero F50 shoe, thus enabling the player to draw training-relevant conclusions and to collect comparative data for players.

Challenge: Launch of 3 products at the same time in 1 campaign.

Describe how you arrived at the final design
From the very first training, every football player dreams of one day making it to the top – into the national team. We make this dream come true and develop a competition with the following challenge: Train with miCoach and the new adizero F50, collect data and upload them onto a platform, face the competition and make it into the training camp of the German National Team.

Give some indication of how successful the outcome was in the market
Campaign is still running