Alex Fairman
Head of Design at Cain&Abel
London, Reino Unido
Tituloadidas GMR 1
Agência
Campanha adidas GMR
Anunciante adidas
Marca Adidas Football
Data da primeira Transmissão/Publicação 2020 / 3
Sector Empresarial Roupa Desportiva
História The launch film featuring Paulo Dybala sees two people battling it out for the best team rating on FIFA Mobile by competing in a series of gritty real-world challenges to prove their skill. The film is being followed by a product demo film and a series of ‘skills videos’ explaining how the product works and what it tracks. As well as creating the launch strategy and content for GMR.
Problema . adidas GMR (pronounced Gamer) is a smart insole that tracks your real world football skills and uses that data to improve your team in EA Sports FIFA Mobile – the better you get on the football field, the better your players become in FIFA Mobile. Utilising Google Jacquard technology, the insole tracks footballers’ speed, distance, shot power and passes. The data collected by the insole is then synced directly to the user’s FIFA Mobile team. Collaborating with adam&eveDDB, adidas secretly hid the GMR insole inside football boots in the days running up to the tech’s official release on 10 March. A online film, promoted by some of football’s biggest names, documents the high tech insoles being ‘smuggled’ into boots, before being hidden in stores around the world for gamers and footballers to find and sent to unknowing influencers.
Tipo de Mídia Viral
Comprimento
Empresa de produção
Pós-produção
Audio Post Production
Actor/celebridade
Joint CEO
Marketing Vice President
Chief Creative Officer
Director criativo
Director criativo
Equipa criativa
Equipa criativa
Chief Production Officer
Produtor da agência
Produtor da agência
Chief Strategy Officer
Planning Director
Planeador
Diretor dos Negócios
Director de contas
Director de contas
Project Manager
Packaging Design
Head of Design
Head of Design
Head of Design
Produtora
Produtor executivo
Produtor
Realizador
Director de fotografia
Editor
Assistant Editor
Pós-produção
Colorist
Sound Engineer
Sound Engineer

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