Martin Beverley
Chief Strategic Officer at adam&eveDDB
Portland, Etats-Unis
Titreadidas GMR 1
Campagne adidas GMR
Annonceur adidas
Marque Adidas Football
Date de première diffusion/publication
Secteur d'activité Vêtements de sport
Synopsis The launch film featuring Paulo Dybala sees two people battling it out for the best team rating on FIFA Mobile by competing in a series of gritty real-world challenges to prove their skill. The film is being followed by a product demo film and a series of ‘skills videos’ explaining how the product works and what it tracks. As well as creating the launch strategy and content for GMR.
Problème . adidas GMR (pronounced Gamer) is a smart insole that tracks your real world football skills and uses that data to improve your team in EA Sports FIFA Mobile – the better you get on the football field, the better your players become in FIFA Mobile. Utilising Google Jacquard technology, the insole tracks footballers’ speed, distance, shot power and passes. The data collected by the insole is then synced directly to the user’s FIFA Mobile team. Collaborating with adam&eveDDB, adidas secretly hid the GMR insole inside football boots in the days running up to the tech’s official release on 10 March. A online film, promoted by some of football’s biggest names, documents the high tech insoles being ‘smuggled’ into boots, before being hidden in stores around the world for gamers and footballers to find and sent to unknowing influencers.
Type de média Film Web
Post production
Post-Production audio
Acteur / vedette
Joint CEO
Marketing Vice President
Responsable de la création
Directeur de création
Directeur de création
Equipe créative
Equipe créative
Chief Production Officer
Producteur, agence
Producteur, agence
Responsable de la stratégie
Planning Director
Business Director
Directeur de clientèle
Directeur de clientèle
Chef de projet
Packaging Design
Head of Design
Head of Design
Head of Design
Maison de production
Producteur exécutif
Directeur de la photo
Assistant Monteur
Post production
Sound Engineer
Sound Engineer

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