| Titre | adidas GMR 1 |
| Agence | adam&eveDDB |
| Campagne | adidas GMR |
| Annonceur | adidas |
| Marque | Adidas Football |
| Date de première diffusion/publication | 2020 / 3 |
| 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 | Presse & publications |
| Longueur | |
| Joint CEO | Mat Goff |
| Marketing Vice President | Florian Alt |
| Responsable de la création | Richard Brim |
| Directeur de création | Simon Vicars |
| Directeur de création | Andre Sallowicz |
| Equipe créative | Simone Wärme |
| Equipe créative | Jeppe Vidstrup |
| Chief Production Officer | Anthony Falco |
| Producteur, agence | Mondi Howard |
| Producteur, agence | Kendal Drake |
| Responsable de la stratégie | Martin Beverley |
| Planning Director | David Mortimer |
| Planneur | Shuhan Lee |
| Business Director | James Derrick |
| Directeur de clientèle | Josh Smith |
| Directeur de clientèle | Kathryn Gooding |
| Chef de projet | Ian Hughes |
| Packaging Design | King Henry Studio |
| Head of Design | King Henry |
| Head of Design | Paul Knowles |
| Head of Design | Alex Fairman |
| Photographe | Andy Glass |
| Retouche | King Henry |