Adidas capped off its intensive World Cup campaign with a TV ad during the final that was an open-source collaboration with a group of global "creators."
The film, by Sockeye, was made as a result of Adidas' earlier call to action, that kicked off on social media earlier in the tournament, inviting athletes, musicians, artists and filmmakers to post thir own content with the hashtag #heretocreate.
It features content from creators in London, Los Angeles, Tokyo, Paris, Shanghai, New York and Moscow, as well as new football fields and football cages built for communities in London, L.A., Paris and Moscow and murals and art installations. There are also images from Adidas Tango Squad events in select cities and from the brand's "Run for the Oceans" event in L.A.
Collaborators featured include @ThisFanGirl, a London-based online community and creative platform whose aim is to reshape the way female football players and fans are portrayed in the media; the New York Ramblers, the first LGBT soccer club; Nadya Karpova, the only female player from Russia to be playing abroad (at Valencia CF) and LA-based illustrator Geoff Gouveia, an artist known for his whimsical visual language in art and design.
The film will run across social, digital and TV in select markets. Adidas also ran a prominent outdoor campaign with the tagline "Creativity is the answer" during the World Cup final in the stadium.