Turning heroes
into super
heroes.
What are the different talents that make a football team the world's greatest? For the 2010 World Cup, we created a platform for adidas that told the story about individual stars, highlighting their unique skills and what every team needs to be the greatest.
The football legend and Zinedine Zidane were picked to tell their stories. In our campaign, he travels the globe to find the world's best players. Told in the style of a graphic novel, each chapter of his journey would highlight another player and his special talent. Some players were introduced in a TV Spot, others in print, online, a video game, or a classic graphic novel.
Chapter One - The Spark
In a cinematic film directed by Rupert Sanders, a superhero story of a kid from Argentina and the night it all changed, and he became The Spark. Leo Messi, one of the best players the game has ever witnessed.
The stories were told in a global print campaign shot by Gary Land. The campaign debuted in the Champions League final, where Messi scored the winning goal. It ran in magazines and billboards in over 52 countries.
GLOBAL OUTDOOR
"Selected to Lürzer's
Hall of Fame for Sports Advertising"
"Selected Best
Ad Photography of 2010"
The next
chapters
The next three players got their stories told in a limited-edition graphic novel.
We teamed up with three of the world's great comic book artists: Jae Lee, Ryan Benjamin, and J.G. Jones.
GRAPHIC NOVEL ART
PRINT AD'S
CASE STUDY
