THE BRIEF:
Create a campaign to promote the release of the new Adidas Predator 24 football boots.
THE THINKING:
The Adidas Predator is iconic. First released in 1994, the boot has been worn by some of the most influential players of the past 30 years and has consequently contributed to some of the most memorable moments in recent footballing history. Put simply, the boot is part of football heritage and I needed my campaign to reflect this.
THE IDEA:
Nostalgia is a powerful emotion in advertising. It connects people with their past and when used in the right context, can ignite an irresistible interest in a product. So, I wanted to grab the attention of multiple generations of football fans by playing with nostalgia and an overarching theme of legacy. To do this, I needed to market the new Adidas Predator 24 boot with the celebrity pull of past and present icons – Zinedine Zidane and Jude Bellingham. In turn, the campaign would let the audience envisage leaving their own legacy in the boot in the future, hence the actionable “#LEAVEYOURLEGACY” tagline.
WEBSITE LANDING PAGE
SOCIAL MEDIA ADVERT | FACEBOOK
ONLINE / TV ADVERT – 30″
SOCIAL MEDIA TEASER ADVERTS – 10″
| VIDEO | AUDIO |
| Black screen. | Jude Bellingham (JB) V.O.: “It’s more than a boot.” |
| W.S.: Cuts to footage of Zinedine Zidane’s iconic Champions League final goal vs. Bayer Leverkusen in 2002. | Clive Tyldesley V.O.: “It’s a good ball for Roberto Carlos. Popped into the penalty area towards Zidane. Oh Fantastic! Fantastic.” |
| C.U.: Jude Bellingham in black leather jacket (same as print) who looks at the camera. | JB V.O.: “It’s a legacy.” |
| JB V.O.: “What will yours be?” | |
| GFX: Predator 24 boots spin on the screen in a 360 degree rotating graphic. | JB V.O.: “Unleash the all-new Adidas Predator 24” |
Oliver Clark | Copywriter 