ABOUT

GMR is a smart insole aimed at getting a generation of young gamers moving by connecting their in-game FIFA Mobile skills with real life activity. To launch it, adam&eveDDB tapped into gamers’ competitive nature to get ahead, and injected social competition into every element of the campaign – from product development to comms. Results, so far: Shots and passes: 19,744,778. Distance moved: 599,201,723 metres.