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Ready for Sport

At a time when our newsfeeds were cluttered with brands delivering monotonous messages of indomitable spirit over adversity and every other sports brand was talking about indoor training, we saw an opportunity to change the conversation. 

By focusing on the specific emotion, anticipation and excitement for the return of sport – we set out to help adidas become the first sports brand to have a powerful point-of-view during the pandemic.

宁夏快3-首页In just 14 days, working in lockdown conditions, we created a hero film and suite of 2D assets. For the film we utilised stock footage and existing campaign imagery, and crafted a beautiful script based on repeating the “We will ___ again” device. We enlisted NYC rapper Princess Nokia to deliver the VO, which was recorded remotely via Zoom.

Client

At a time when our newsfeeds were cluttered with brands delivering monotonous messages of indomitable spirit over adversity and every other sports brand was talking about indoor training, we saw an opportunity to change the conversation. 

By focusing on the specific emotion, anticipation and excitement for the return of sport – we set out to help adidas become the first sports brand to have a powerful point-of-view during the pandemic.

宁夏快3-首页In just 14 days, working in lockdown conditions, we created a hero film and suite of 2D assets. For the film we utilised stock footage and existing campaign imagery, and crafted a beautiful script based on repeating the “We will ___ again” device. We enlisted NYC rapper Princess Nokia to deliver the VO, which was recorded remotely via Zoom.

The 75” film launched initially via adidas employees’ social feeds, within 24 hours it went live on all adidas channels simultaneously, followed by adidas athletes, who engaged by publishing the film on their own accounts.

Alongside the film, we created a GIPHY Instagram sticker that read “READY FOR ___” and encouraged adidas employees, athletes and fans to fill in the activity or sport they are most looking forward to experiencing again, amplifying the message further.

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