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gold

Big Budget | Campaign

Agency:

Opinionated

Client:

Adidas

Description: A brief description of this work and the creative idea:

Adidas' new film campaign, "You Got This," features renowned athletes Anthony Edwards, Aliyah Boston, and Patrick Mahomes offering words of encouragement to young athletes in pressure-packed game moments. The commercials use a playful device of paper basketball and football games to convey the message that pressure can be a motivating force rather than a stumbling block. Set to the iconic Queen/Bowie song "Under Pressure," these stories aim to inspire young athletes to embrace their challenges and take them a little less seriously.

The Brief: What were the main challenges? What were the key objectives? :

In 2024, Adidas is launching a new global advertising campaign to become more relevant to Gen Z. Gen Z is moving away from sport because it is filled with pressure and expectations from others. Adidas wants to celebrate the way athletes can overcome pressure and bring joy back to sport.

OBJECTIVE

Make Adidas more relevant in U.S. sport culture.

AUDIENCE

18-34 year old light buyers who watch sports, football, basketball, baseball, and soccer.

ASSIGNMENT

Make a campaign centered around a film or series of films slated to run in the fall of 2024, featuring football + basketball with dugout optional.

Solution + Results: How did you solve the brief? What were the top three results?:

The spot featuring Aliyah Boston was ranked the second most effective ad in System 1’s ad database. And consumers showed their love for the campaign with over 3 million views across social platforms.

Context: Are there any specific cultural/regional/local references that are important for judges to understand? :

N/A

AI Usage: Was any AI used in this project?:

Founder / Executive Creative Director:

Mark Fitzloff

Executive Creative Director:

Rob Palmer

Director of Client Services:

Michael Dalton

Account Director:

Marcelina Ward

President:

Trish Adams

Director of Strategy:

Dave Daines

Associate Creative Director:

Copywriter:

Senior Producer:

Producer:

Director:

Editor:

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Cascadia Creative Awards

Adidas You Got This