ABOUT

THE BRAND CHALLENGE

After the giddy success of the London Olympic games, of which adidas was a significant beneficiary, the brand wanted to use their association with key sporting events in rugby and cricket in order to lift the nation again in 2013. This would be absolutely vital in order to stay front of mind in the face of the usual media and content onslaught from arch rival: Nike.

THE HUMBLE OBSERVATION

We developed the campaign using an initiative called “the Panel” - a group of elite experts from a range of popular sports, which we are able to put brand questions to. In this case, our panel included ex-Lions Captain Martin Johnson, current Lion Tom Croft and Geordan Murphy; along with ex English cricketers Paul Nixon and Alec Stewart.

Through The Panel, we confirmed that there is no greater sporting foe for England than Australia – they are the ‘Old Enemy’ and represent the pinnacle of the two sports. And we knew that a spirit of unity amongst the players from all nations, and the fans that support them, is a fundamental part of these teams’ success.

THE ALIVE IDEA

Something that has always characterised both the Ashes and the Lions has been Britain’s legendary levels of support. They can be the difference. And in a year when both the England Cricket team and British and Irish Lions were facing the same enemy, the message to the players - and the nation as a whole - become clear: Stand Together.

Our task was to ensure the campaign wouldn’t just satisfy the rugby and cricket fan community, but to excite a much wider audience including younger fans who traditionally follow football.

The campaign created press and retail advertising, social media and an event at Twickenham. This was also coupled with a big budget online film with the express goal of getting our younger, edgier audience excited about this summer of sport.