Adidas Launches Cl Final Campaign
adidas has revealed a new campaign to celebrate the forthcoming UEFA Champions League Final on Saturday at Wembley. Themed around the visualisation of player performance data during this season’s competition, the campaign features animations created via motion capture which will be visualised through CGI – communicating the journey from the start of the tournament leading up to the final.
As partner of the UEFA Champions League, adidas has developed the campaign using the theory that ‘the road to the UEFA Champions League Final is a long one and the players who make it will have run further, kicked longer, passed more and tackled harder than most fans realize,’ according to the official release.
The campaign is designed to bring to life exactly the lengths the players from the two finalists, Borussia Dortmund and FC Bayern Munich have gone to in order to reach the final.
The campaign is designed to engage with adidas’ target audience of 14 – 19 year old football fans and all those travelling international fans who will descend on London for the final.
These fans will be invited to predict certain aspects of the final, such as the number of passes made, tackles won and shots on target for each player, with the closest prediction winning tickets to follow the club of their choice at all UEFA Champions League games in season 2013/14.
A bespoke website has been created for consumers to enter their predictions joining some of adidas’ biggest names in football, including Gareth Bale, Fernando Torres and Lukas Podolski who have also predicted the final.
Operating in real time, once you’ve predicted the final you will be able to watch the final unfold comparing your stats to the actual event as it unfolds.
adidas spokesperson, Claus-Peter Mayer, vice president global football sports marketing, said: ‘The new “All for This” campaign is designed to create a truly interactive and immersive experience for football fans across London and the world in the buildup to the biggest game in the European football calendar. Visualizing data in an innovative and never seen before way with 3D motion graphics and mapping will be both a first for us as a brand and a first for the UEFA Champions League.’
‘Our ambition is to interact with as many fans as possible around the final at Wembley by providing them with unique content to share and debate online, that stimulates their imaginations, appeals to their love of the game and ultimately rewards their loyal support to both their teams and the sport as a whole.’
The finished animations will feature across an integrated marketing campaign around the UEFA Champions League Final later this week, with prominent out of home installations in London, print executions and 3D animations in all adidas retail.
