Instead of a traditional TV campaign we created a ritual around lacing up every time a player steps on the field.
The case study explains it all below.
We took all six matching stories and cut them into various lengths and sizes. Each individual story also aired in each corresponding country and language.
Each player has their own goal in mind, their own giant to slay. At the end of the online experience we ask users to document their giants on a digital lace and share to social media channels.
Worked With
Creative Directors - Rick Dobbs & Steve HowellWriter - Craig GerringerProducers - Matt Nowak & Justin DurazzoDirector - Henry Hobson
Written up in
Creativity, FastCo, Soccer.com, & AdWeek
Awards
Bronze Cannes' Lion: Digital Craft, One Show Merit Award, Young Guns Bronze, A Webby Award Finalist for Best Art Direction, and both Awwwards and FWA site of the month