What for many of us was a four year journey to bring all the adidas marketing together for 2010.
Launch films, brand and product design, fonts, print, TV, Facebook pages, X-Box covers and daily updates throughout the tournament. We had over 150 people for the final 12 months which included our digital department RIOT, and a team of 15 on the ground in South Africa shooting content daily.
And it started with 11 threads. 11 national languages. 11 players. 11 colours. The shape and pattern that defined the adidas campaign.
We created a QUEST.
And added the players…
And then the teams…
And of course an product…
Our in-house Typographer designed the font we named ‘Unity’ for the players shirt names and numbers.
Our in-house Studio got to design and create this one as the headline for the ATL print as we couldn’t license the font chosen.
We designed the World Cup ball.
Some of the PR materials we created to support the campaign. I’ll link to the designer behind the entire campaign; Julian Wade, when he’s finally happy with his own website and publishes it!