Building player hype on the streets and socials
Our goal for World Cup 2022, was to make Weston McKennie, Gio Reyna and Jesus Ferreira the most recognized athletes in the USMNT. It was key that we reach fans where they frequent most, social media.
By creating a hero film, fans were able to learn about our players by hearing from the people our players represent on the pitch. The docu-interview style footage is intercut with shots of a street artist who is seen bringing our athlete to life in a giant mural to help bring the activation full circle.
Client
Specialisms involved
Our goal for World Cup 2022, was to make Weston McKennie, Gio Reyna and Jesus Ferreira the most recognized athletes in the USMNT. It was key that we reach fans where they frequent most, social media.
By creating a hero film, fans were able to learn about our players by hearing from the people our players represent on the pitch. The docu-interview style footage is intercut with shots of a street artist who is seen bringing our athlete to life in a giant mural to help bring the activation full circle.
While social media puts us directly in front of our player fans, we want to extend the reach even further to inspire local communities.
We created custom murals for each athlete in their community with QR codes that link directly to the hero films. Giving us the opportunity to further our reach and engage new fans/next generation.
adidas is a soccer first sports brand. However, in North America, our competitors are leading partners of the USMNT and several of their athletes.
You can click below to view the hero films.
Video Views
2.25m
Impressions
924m
Pieces of Media Coverage
18
Highlights
