adidas Football challenged us to use the hype around Paul Pogba’s move to Manchester United - the most expensive football transfer in history - to position adidas in a unique way that appealed to the brand’s target audience.
Despite the media frenzy that accompanies the transfer window, big money transfers lack cultural impact. They’re too clichéd: all suits and scarves. As a result, the news announcements rarely live up to the hype. For our target audience of city based, football mad, teenagers music is a huge part of football culture. adidas is one of the few brands that has a foothold in both cultural focal points. We spotted this opportunity and used it to authentically create something that delivered on a sporting and cultural level.
We reinvented the football transfer announcement with a music video that bought creators from two worlds together - footballer Paul Pogba and grime MC Stormzy. Pogba was given a stage to showcase his style and Stormzy gave him the soundtrack to do it. This hard-hitting collaboration was ‘accidentally’ leaked on social to break the news ahead of traditional media.
An accidental leak, over 30m views and 400 news articles later, we put adidas at the heart of a story that reinvented the most clichéd part of the football calendar. And made it look cool as hell.
- 30M VIEWS OF THE HERO VIDEO
- FEATURED IN 400 NEWS ARTICLES
- OVER 3M SHARES