We gave away the keys to the adidas marketing machine
Traditional football boot advertising doesn't reach young audiences, so, tapping into Gen-Z culture, we invited football influencers to create new adidas content.
When we collaborated, the unexpected happened – they disagreed. Everyone had an opposing opinion on street football. Embracing the rift, we built three cliques: Focus, The Pack and Riiisk, and co-created content to draw in new audiences based on their footballing beef.
Traditional football boot advertising doesn't reach young audiences, so, tapping into Gen-Z culture, we invited football influencers to create new adidas content.
When we collaborated, the unexpected happened – they disagreed. Everyone had an opposing opinion on street football. Embracing the rift, we built three cliques: Focus, The Pack and Riiisk, and co-created content to draw in new audiences based on their footballing beef.
D&AD Pencil, Double Creativepool Winner
Teams: Focus, Pack and Riiisk – the 3 cliques.
Co-creation at its best – a Gen-Z brand experience, not an advertising message
New incentives to buy boots, new followers and an injection of exclusivity and hype for Glitch.
Visual identities for each clique.
Fiery content by the community built follower bases and in doing so, reached our elusive target audience...boost sales.
Created by the football community for the football community.
Role: ECD
Hundreds of new followers joined GLITCH
