Generating
buzz

Overview

We have been working with adidas since 2012. It all started with the London Olympics when we were challenged by adidas to make them the Olympics’ most talked about sponsor.

Whilst other sponsors were marking ‘a year to go’ with traditional press conferences and media tactics, we took a series of creative approaches.

First off, we brought together legendary hip hop star Snoop Dog, British triple jumper Phillips Idowu and the Team GB Basketball team to create a standout piece of content. Then three months ahead of launch, we announced the launch of Team GB’s kit, designed by Stella McCartney.

With a month to go, we produced a film that saw David Beckham surprise a number of Team GB fans in a photo booth positioned at London’s Westfield shopping centre. The film hit over four million views on YouTube.

Finally, with the Games coming to a close, we filmed key members of Team GB letting their hair down and lip-syncing to Queen’s uplifting pop ballad, ‘Don’t Stop Me Now’. The video reached over one million views in under 12 hours.

Post-Olympics, we were appointed by adidas to create buzz around the new Chelsea FC home shirt. We decided to cover a selection of Chelsea FC players including John Terry, Fernando Torres, Juan Mata, Gary Cahill, Petr Cech, Eden Hazard and David Luiz in blue paint for the campaign. The catch? The video was released when orders opened, before fans could view the new kit.

Results

It’s blue.
What else matters?

The campaing sees the Chelsea footballers doused in the blue silicole paint and features the line “It´s blue, what else matters?” to drive home a message about true fans not needing to know anything about the new shirt other than that it bears the club´s colour. This was a campaing that centred itself on sporting loyalty

First aired during half-time of the Chelsea v Sunderland Premier League game and rolled out across TV, digital, press, outdoor and social media, the campaign resulted in unprecedented interest in the kit and the shirt selling out pre-season.

Unprecedented
sales

SHIRTS SELL OUT PRE SEASON

Disciplines

Stakeholder engagement
Social consultancy
Content curation and production
Media relations
Multimedia distribution

Sector

Sports & Motor

Further projects
  • Genpact

  • Gillette