100% Unfair - adidas
An unfair advantage
adidas was relaunching, after years of absence, the iconic adidas Predator, a legendary football boot.
The new Predator20 boasts Demoskin Technology® with 406 spikes, promising exceptional ball spin, setting it apart from all other boots. This innovative technology transformed the Predator boots into a game-changing advantage. To anticipate how the football world would respond, we conceived the global campaign "100% UNFAIR." This campaign features renowned adidas football stars like David Beckham, Paul Pogba, and Dele Alli, showcasing their remarkable performance in crucial match moments, during training, and even in FIFA. The main campaign film premiered in January 2020, reaching audiences worldwide, including the US, UK, Europe, and Asia.
Creative Direction - TBWA Neboko
Launch Film
Product Film
A bespoke product film shows the unfair beauty of the Demoskin Technology®, featuring Paul Pogba and Predator’s 406 spikes.
Extra Content
These content pieces around our hero film were created to make sure the campaign remained relevant weeks after the launch.
Social Content
To broaden our campaign's reach across the social media profiles of our football players, we put together some 15" content snippets each tailored to match the unique personality of every player.
OOH and Print
We crafted the art direction and copy guidelines for this campaign. Taking inspiration from the distinctive spikes of the Predator boots, we fashioned some unique assets, including a custom font, original illustrations, and captivating campaign photography. All these elements were thoughtfully compiled into a campaign playbook that found its way to over 40 countries.
Radio Commercial
Given that our youngest target audience is quite the avid user of Spotify's free access, we've gone ahead and crafted a radio commercial designed specifically for the Spotify platform.