adidas Goals Everywhere
The 6th Annual Awards
- Best Use of Visual Storytelling
- Best Event or Experiential Campaign
ABOUT THIS ENTRY
Since 2014 the German national team has consistently underperformed, bored fans and caused a record drop in sports participation and attendance.
But in 2024 the Euro Finals will take place in Germany. Adidas decided to bring that love back with the launch of the EURO24 official match ball (titled Fussballliebe—Joy of football).
So, we created a campaign that reminded Germans of that joy with a simple insight—wherever you put a ball, there’s a goal.
We then transformed everyday objects that look like goals into actual adidas branded goals.
Making adidas not only the official sponsor of the European Championship, but also the official sponsor of Germany’s joy, with one simple message: Let’s Play.
How does this represent “Excellence in Engagement”?
Re-enegaged the Germany public with a sport they onceed loved and help restore a passion for a international tournament taking place in Germany. The term Fussballliebe is now beocming part of the national conversation on streets, in home and on television.
Objective
Germany has lost its love for football. Since 2014 the team has consistently underperformed, bored fans and caused a record drop in sports participation and attendance.
But in 2024 the Euro Finals will take place in Germany. Addias decided to bring that love back with the launch of the EURO24 official match ball (titled Fussballliebe—Joy of football).
So, we created a campaign that reminded Germans of that joy with a simple insight installed in all our childhood memories - Wherever you put a ball, there’s a goal.
We transformed everyday street objects that look like goals into actual adidas branded goals.
From park benches to pushed over shopping trollies and phonebooths. If you could kick a ball through it, it became an adidas goal.
Then waited for Germany to react. And people did. Remembering what it was like to just play.
We even gave away 20,000 of the balls, turning Germany into the world’s largest football pitch.
Making adidas not only the official sponsor of the European Championship, but also the official sponsor of Germany’s joy, with one simple message: Let’s Play.
Strategy & Execution
Since 2014 the German national team has consistently underperformed causing a record country-wide drop in sports participation and attendance. But in 2024 the Euro Finals will take place in Germany. adidas decided to bring the joy of football back to the country with the launch of the official EURO24 matchball, named FUSSBALLLIEBE (translates as “Joy of Football”). Using a simple human truth installed in us since childhood—wherever you put a ball, there’s a goal.
We brought to life that power of imagination by turning everyday street objects that look like goals into actual adidas branded goals.
Organizations
- Jung von Matt SPORTS
- Wolffpack Vision
- adidas AG
Links
Credits
Robert Zitzmann
Managing Director
Jung von Matt SPORTS
Katja Kraus
Managing Director
Jung von Matt SPORTS
Ronnie Patt
Executive Creative Director
Jung von Matt SPORTS
Alexander Michaelsen
Executive Creative Director
Jung von Matt SPORTS
Felix Umbach
Creative Director Art
Jung von Matt SPORTS
Blake Waters
Creative Director Copy
Jung von Matt SPORTS
Michael Wilde
Creative Director
Jung von Matt HAMBURG
Felix Burger
Creative Innovation Director
Jung von Matt HAMBURG
Lars Grübler
Creative Director Copy
Jung von Matt SPORTS
Karim Chughtai
Creative Director Concept
Jung von Matt HAMBURG
Andreas Kiesgen
Senior Art Director
Jung von Matt HAMBURG
Jana Ruhser
Senior Copywriter
Jung von Matt HAMBURG
Anton Herbst
Art Director
Jung von Matt HAMBURG
Nicolau Gimenez Attallah
Creative Director
Jung von Matt HAMBURG
Amrita Dutt
Art Director
Jung von Matt HAMBURG
Simon Reindl
Editor
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Finn Pietsch
Senior Digital Creator
Jung von Matt HAMBURG
Marius Müller
DOP
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Josephine Walters
Senior Director Brand Communications
adidas AG
Johannes Boldt
Senior Manager Brand Communications
adidas AG
Maximilian Lindemann
Senior Manager Publishing
adidas AG
Dominik Mankowski
Executive Producer
Wolffpack Vision
Martin Priesterjahn
Producer
Wolffpack Vision
Joceline Zekiri
PA
Wolffpack Vision
An Nguyen
DOP
Wolffpack Vision
Studio Alibi
Art Department
Wolffpack Vision
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
