Adidas Film Wall Cricket [video] by TBWA\ India

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Wall Cricket [video]

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Industry Sportswear, Athletic Footwear & Accessories
Media Film
Market India
Agency TBWA\ India
Production Red Ice Productions
Released April 2013

Awards

Cannes Lions 2013
Design Lions Posters Bronze

Credits & Description

Advertiser: ADIDAS INDIA
Agency: TBWA\INDIA
Category: Best Use of Ambient in a Promotional Campaign
Advertising campaign: WALL CRICKET
Creative Director: Parixit Bhattacharya (TBWA\India)
Copywriter: Prashant Bhor (TBWA\India)
Chief Creative Officer: Parixit Bhattacharya (TBWA\India)
Creative Director: Rishi Chanana (TBWA\India)
Copywriter: Srividya Sankaran (TBWA\India)
Art Director: Prashant Bhor (TBWA\India)
Copywriter: Rahul Ghosh (TBWA\India)
Creative Director: Rahul Ghosh (TBWA\India)
Account Director: Shiv Sethuraman (TBWA\India)
Outcome
The adidas Wall Cricket Poster did what no other sports equipment brand managed to do. An instant connection with the kids on the streets. The results were instantaneous too. Footfalls in adidas stores went up by 16% and there was 23% more traffic on the adidas cricket website. But most importantly adidas managed to occupy the most important piece of real estate in India. The hearts of a million cricketers.
Relevancy
In India the passion for cricket is plentiful. But in the cramped cities, cricket pitches are scarce. Kids look out for strips of land between buildings for a game of cricket. At adidas, we wanted to find a way of making cricket pitches and the passion to play meet.
Implementation
Adidas added a new feature to the streets. Cricket stumps. adidas went around and pasted the adidas Wall Cricket Poster in skinny alleys, quiet corridors, empty parking lots, lonely bus stops and every possible strip of land in the city. And overnight urban landscapes turned into cricket pitches.
Client Brief Or Objective
The sports equipment landscape in India is dotted with pure-play sports equipment companies. adidas is a shoe company that also sells sports equipment. The challenge was how to make a serious play for the hearts of a cricket-crazy country. adidas is a well-known sportswear and lifestyle brand in India. But awareness about its range of cricket equipment was low. And in a country where cricket is a religion, it was a huge opportunity. The objective: increase cricket equipment sales by at least 10%.