The ‘Boss Everyone’ hit of adidas’s #BeTheDifference campaign centered on the launch of the revolutionary, new laceless ACE 16+ PURECONTROL boot.
We ignited and fuelled online debate with a series of short films, all playing on the attitude of ‘Boss Everyone’ – you can’t stand out whilst hanging back – take control of the game by showing your opponents who’s the biggest BOSS.
Each film upped the ante with increasing levels of ‘BOSS-NESS’, featuring some of football’s biggest stars and social influencers including Oscar, Dele Alli and Mesut Özil.
The response to the films has been overwhelming, generating massive social conversation and surpassing best performance metrics on adidas channels. The campaign runs alongside a large-scale consumer activation.
- 15M social interactions
- 3M+ new Instagram followers
- 150M+ video views with zero media spend
- 3 months of stock sold in 7 days
Campaign BIG Award - Silver