The adidas World Cup 2014 strategy: ‘All in or nothing.’ In life, you either give it everything, or you don’t bother.
So the idea throughout all media is a question: Would you give up everything you’ve got for the one thing you haven’t?
The main story in an anthemic 2 minute film would be about Lionel Messi. He has won every honour in the game, bar one: the World Cup.
We’d see him in the middle of the Maracana Stadium at night, building a huge pile of shiny metal. A bonfire of trophies, cups, medals, everything he’s won in his career. It’s sky high. Willingly, he sets it alight. Yes he’d give up everything for the one thing he hasn’t got.
Intercut with this story are stories of fans giving everything up to get a ticket to Brazil, other adidas stars giving up sleep to be out training at dawn, people from all walks of life making sacrifices for the one thing they want most. That Messi bonfire of trophies is a symbol for all of us.
adidas. All in or nothing.