ADIDAS - NO FAKERS
Integrated global campaign, rolled out across social, .com, OOH, retail and global events.
Football (and culture!) is bursting with phonies, from fake news to fakers on the pitch.
And so, for the launch of adidas’ new boots, we chose to create a highly provocative campaign to take on this world of fakery and launch the boots by telling fakers; these boots ain’t for you.
Our campaign ‘No F*kers’ saw Messi, Pogba, Jesus and Dybala call out the different type of fakers that exist in the game; from Pogba’s (actual) mum taking on Twitter Trollers who claim they could do it better, to Dybala preventing fakers from forging skills in the edit suite. OR our personal favourite – getting a male choir in the pub to sing “I could’ve been pro” to the tune of Beethoven’s 5th symphony.
To kick off the convo, we released cctv footage of players removing the boots from in store, shutting down .com, and covering up ads to prevent Fakers from buying the boots.
We also launched a fake product and tournaments across Europe to weed out the fakers. Woopah!
Finally, to launch the campaign we had to separate the fakers from the real players, so we created some merch that any real player would know was fake; boots designed for the perfect toe-poke. In the end adi created covers to keep your boots clean during game time… but it did the job.
