Adidas: The past doesn't count by Picnic, TBWA\Espana Barcelona for Adidas

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Adidas: The past doesn't count

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Industry Sportswear, Athletic Footwear & Accessories
Media Film
Market Spain
Agency Picnic
Agency TBWA\Espana Barcelona
Director Fergus Stothart
Executive Creative Director Ramon Sala
Art Director Fer Garcia, Jacint Cabau, Marc Navarro
Copywriter Joan Vidal, Victor Morón
Account Supervisor David Isern
Released November 2011

Awards

Eurobest 2012
Film Clothing, Footwear & Accessories Bronze

Credits & Description

Category: Clothing, Footwear & Accessories
Advertiser: ADIDAS
Product/Service: SPANISH FOOTBALL TEAM FED KIT (UEFA EURO 2012™)
Agency: TBWA\ESPAÑA
Production Company: PICNIC, Barcelona, SPAIN
Executive Creative Director: Ramón Sala
Creative Director: Joan Vidal/Fer García
Copywriter: Joan Vidal/Victor Morón
Art Director: Fer García/Jacint Cabau/Marc Navarro
Agency Producer: Jordi Peñalver
Account Supervisor: David Isern
Advertiser's Supervisor: Jesús Fidel González
Director: Fergus Stothart
Sound Design/Arrangement: Bso
Post Production: Metropolitana
Music: Toni Mir

English Description
At adidas we think that only with willingness, hard work and humility will we be able to be champions again. We share this philosophy with the Spanish Football Federation. That is the reason why the message of this new campaign is: "The past doesn't count. Everything is starting again". Our motivation is to forget about the fact that we are European and World Champions, to forget that we are the team to beat. Everything starts from zero. A new jersey: A new challenge.