f50 – MOBILE INTERNATIONAL LAUNC HC REATIO N PRES ENTATIO N – FRID AY, 20TH O F JU LY

1. REORIENTED STRATEGY2. C REATIVE ROUTE

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3. C REATIVE IDEAS

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1. REORIENTED

STRATEGY

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WHAT WE’VE LEARNT FROM YOUR DEBRIEF4 k e y p o in ts

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IT’S C OOL HUNTINGWe need to follow trend s and turn them into a whole new id ea, to ensure viral p ower.

Innovation, surp ris e & “never se en b e fore” to e nsure a viral p ower

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IT’S A C OMMUNITY EXPERIENC EWe need to ce leb rate the p ass ion for footb all in a colle ctive , sharab le way.

And we need to create a d irect interaction b e tween fans and M ess i.

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IT’S STRAIGHT ON THE NOTION OF SPEEDWe need to d eal with a target who has a narrow tim e wind ow to d e d icate to ad id as .

We have to convey the m es sage around s p e ed very q u ickly.

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IT’S ABOUT HITTING HARD AT FIRST S IGHTWe need to focus on m ore im p act and le s s engagem ent.

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2. C REATIVE

ROUTE

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A SPEC IFIC VIS ION OF SPEEDS p e e d in footb all is ab out d ealing with the m icro instant.

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A SPEC IFIC ROLE FOR THE f50Th is s h o e allo w s yo u to ac t as fas t as yo u th in k : yo u ’re fas te r b e c au s e yo u ’re

s m arte r.

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OUTSMART THE OTHERS

with the f50

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3. C REATIVE

IDEAS

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MESSI SEC OND

IDEA #1

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MESSI IS SO FAST THAT HE C AN DO A LOT IN A SEC OND

MESSI SEC OND

Th e tim e h as no t th e s am e valu e fo r h im : it is

s tre tc h e d .

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BUT WHILE HE’S VERY FAST, HE REMAINS HUMANH e u s e s h is e xtra-tim e w ith o u t a b all to b e atte n tive to « »o th e rs .

MESSI SEC OND

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THANKS TO THE f50, YOU BEC OME SO FAST THAT YOU C AN SEE WHAT MESS I DOES ON HIS ‘EXTRA TIME’ad id as allo w s yo u to c atc h w h at o th e rs

d o n ’t.

MESSI SEC OND

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Everything begins with a media event.A 8’’ TV spot is broadcasted during the half-time of a major football

match.

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Messi darts into an exercise of speed with the ball in his feet.

He slaloms between studs running. When he finishes his course, some spectators on the sidelines applaud.

Strangely, all have a hot dog in the mouth.

TV FILM – HOT-DOG

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A TV spot that only f50 adorers can decodeWith a f50 decoding app on their mobile, the user can scan his TV, recognize the film and launch the real long vers ion of the film.

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Messi darts into an exercise of speed with the ball in his feet. He zigzags between studs running. In the middle of his career he leaves the exercise. Around him, time is frozen. Messi approaches spectators and installs a hot dog stand. It unfolds an umbrella for shelter, puts on an apron and a paper hat on his head. With precise gestures, he grilles sausages and onions, puts the bread to be heated and then pulls out a stack of towels. He prepares five hot dogs one by one: a napkin, bread, a dash of ketchup and mustard, sausage browned and some fried onions. He puts each hot dog into the open mouth of the spectators, then packs up his booth. He returns to his practice. When he finishes his course, some spectators on the sidelines applaud. Strangely, they all have a hot dog in the mouth.

SMARTPHONE FILM – HOT-DOG

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Messi darts into an exercise of speed with the ball in his feet. On the sidelines, children are suspended, clinging to the strings of their huge balloons with animal shapes.

OTHER FILMS - BALLOONS

Messi darts into an exercise of speed with the ball in his feet. Children are watching. In the middle of his sprint, the time is suspended. Messi then stops near children, a display attached around his waist. On the display, there are multicolored balloons. He connects a hose to a cylinder of compressed air and inflates the first balloon. With safe and rapid gestures, he carves the huge balloon and gives it the shape of a giraffe. He reproduces the exercise by a hippo, a bear and a lion. He puts the balloons in the hands of children without their knowledge. He resumed his practice of juggling. On the sidelines, children are suspended, clinging to the strings of their huge balloons into animal shapes.

TV FILM

SMARTPHONE FILM

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Under a fine rain, Messi works his ball control and ultra-quick shoots on goal. Once the exercise is finished, two young mothers with their children caress the hair as they look strange. Their children applaud Messi.

OTHER FILMS - HAIR

Under a fine rain, Messi works his conduct of high-speed ball, then shoots on goal.  Between two direction changes, the time is suspended. Messi approaches two mothers who accompanied their children to drive. They are soaked by rain. Messi puts on a barber apron, and installs the two women in comfortable armchairs. He applies shampoo and cuts their hair fast. He does some highlights on the women’s hair, and then puts their heads under a helmet heater a few moments. It ends with a blow dry and he regains the ground. Messi takes control of the ball and hits into the upper 90. The two young mothers caress their hair as they look so strange. Their children applaud Messi.

TV FILM

SMARTPHONE FILM

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In store, a movie is projected onto a screen. It shows an open box for Messi brief presentation of its new F-50. A display is installed in front of the screen, and customers need to scan the film for the right to exclusive content. An iphone is available to them, and they can also use their own iphone. By scanning the film, Messi takes the shoe in his hand. He directs it towards the camera. Subtitles appear around the shoe along with the voiceover.Voice over: "Everything in the new F50 has been designed to thwart any defense. It was designed to give you a step ahead of your opponents. First, its structure Sprintweb brings a better balance at high speed. Messi turns the sole of the shoe at the camera.Voice over: Then, stability is controlled through the base Sprintframe ... Messi approaches SprintSkin the texture to the camera lens.Voice over: Moreover, its revolutionary coating SprintSkin monolayer was designed for ball feel and incredible weight gain. Only 165 grams. For lightning speed! Messi shows the chip miCoach:Voice over: And with miCoach technology you always an eye on your performance. " Once the demonstration is complete, Messi puts the shoe back in the box.

RETAIL

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DOWNLOAD CALL

LOCALSOCIAL

Messi and Adidas FB In store

MOBILE

SCAN

DOWNLOAD CALL

MOBILE APPLICATIONImage recognitionFilm download

TV

8’’ FILM

UNLOCK

Player profile

30’’ FILMSHARE

RETAIL EXPERIENCE

BEFORE

DURING

AFTER

MESSI SEC OND

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MESS I BOMBING

IDEA #2

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MESSI IS ALWAYS WHERE YOU DON’T EXPEC T HIM TO BEH is m o ve m e nts are s o fas t th at yo u c an ’t re ally p e rc e ive

h im .

MESSI BOMBING

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AC TUALLY, IT SEEMS HE HAS A TALENT FOR UBIQUITYH e is e ve ryw h e re : alre ad y h e re w h e re as h e w as o ve r th e re ju s t o ne s e c o n d

ago .

MESSI BOMBING

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THANKS TO THE f50, YOU ARE NOW ABLE TO C APTURE THE PASS ING MESS I.Yo u w e re b lin d b u t n o w th e invis ib le is vis ib le .

MESSI BOMBING

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1. I install the application Messibombing. 2. I take a picture with my smartphone and I put my face in a specified area (ie photo booth). 3. Oddly, on each of my photos, there is a sort of halo / the drag something too fast for me to

distinguish what it is. 4. When I click on the film, I realize that I have not taken one but several photos (burst mode). 5. I discover that the trail is none other than Messi, who came invade my picture. Scrolling through

the photos, I see all that Messi has had time to do soe stuff while I was taking my picture: - Messi juggling clubs, there are more and more.- Messi makes the kite, sometimes it takes off from earth, masters the thing.- Messi who has made a great whale out of blue balloons. At the end, he explodes his inflatable

animal. 6. I can import my photos into a movie, then share it on social networks.

MOBILE APP

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Setting up a booth Messibombing store. Clients leave with a series of 5 photos stylized where Messi is found alongside them in 5 different positions, always faster than lightning.

RETAIL

Photobombing : the art of catching a pic ture jus t at the right second.i.e. when someone interrupts what should have been a controlled and beautiful photo.An endless source of memes .

INSPIRATION

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Bought for $1 Billion

Ins tagram for real

At 47%, “photo enhancement” is the most prevalent user need addressed by the top ranking photo or video apps .6S ight Future 2012

Lomography boom

Polaroid revival

Photo * video explos ion

INSPIRATION

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DOWNLOAD CALL

LOCALSOCIAL

Messi and Adidas FB In store

MOBILE

PHOTO BOOTH

MOBILE APPLICATIONPhoto bombing with Messi

Player profile

ANIMATED PHOTOS

MESSI BOMBING

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MESS I TIKI TAKA

IDEA #3

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EVEN WHEN HE’S PASS ING THE BALL, MESS I IS FASTTik i tak a te lls th is w ay to p lay : p as s ing th e b all q u ic k ly. Fo o tb all w ith

c h o re o grap h y.

MESSI TIKI TAKA

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THANKS TO THE f50, YOU C AN REPLY TO MESS I’S PASSES AS FAST AS HE DOES .Yo u ge t th e b all fro m Le o . Yo u h ave five s e c o n d s to s e n d it b ac k to

h im .

MESSI TIKI TAKA

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MOBILE APP

This is a "one chance passing game" that rewards only the most reactive. 

Adidas launches the f-50 challenge, a passing game on a global scale. An application, a football, thousands of players and only one winner. 

This is the first time that an application that aims to be "disposable" is created.

Manque le mot « chaine »

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GAME MEC HANIC S

The game takes place in two stages: STEP 1: LAUNCH OF BALLS We organize a live session to explain how the game works the day before launch. On D-day, 100 balls are sent around the world. If I downloaded the application, I get a ball. I have 5 seconds to return it, otherwise I’m removed from the game STEP 2: THE FINAL When there are only 20 players in the world, the rules change. This time, they must pass the ball as soon as possible. The winner gets a trip to Barcelona and meets Messi.

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The film begins on a cut of an attack as a footballer.

Everything is very fast: we alternate POV and closeup shots of feet, crossing over, feints, slow motion of the shoes. The grass spreads, the player makes a quick pass. The action stops. Paneling of his shoes up on his head and then crash. Zoom out on Messi that appears in full, the foot on the ball off. It turns more advanced cameras, as if pointing the finger at different people saying "You, you, you, you." Plan on ball of which Messi launches the first ball. F-50 Challenge - Adidas Logo

FILM – MESS I C ALLS YOU

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During Stage 1, the user has only one chance in the game unless he reloads the application in an official Adidas store.

RETAIL

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MESSI CHALLENGE

FILM

LOCALSOCIAL

Messi and Adidas FB

In store

MOBILE

EXTRA LIFE CHECK-IN

MOBILE APPLICATION

WEB

Player profile

SHARE(pass)

NOTIFICATION

WORLD MAP

WIN

LOOSE

MESSI TIKI TAKA

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MESS I FIGHT

IDEA #4

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THE ‘PIGGY IN THE MIDDLE’ IS A C LASS IC FOOTBALL GAMEIt’s ab o u t w it, s k ill an d fas t

th in k ing .

MESSI FIGHT

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THANKS TO THE f50 YOU C AN NOW FIGHT AGAINST THE FASTEST AND THE SMARTESTD o yo u th in k yo u c an k e e p an d p as s th e b all w h e n th e re ’s M e s s i c h as ing afte r

yo u ?

MESSI FIGHT

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1. I install the application Messi Toro. 2. My Smartphone screen in front of me, shows a back view of a footballer. 3. I sync the application with my computer webcam. 4. Messi appears on my computer screen with another football player behind him. They are on the

same pitch as the footballer in my Smartphone. 5. I place my Smartphone in front of the computer screen. 6. The footballer passes me the ball bypassing Messi. I move my Smartphone front of the screen

depending on the direction of the ball. My footballer must catch the ball. 7. If I succeed, I make a pass behind Messi, avoiding that he intercepts the ball. Outsmart Messi. 8. If Messi gets the ball, I lose. I can replay as many times as I want.

MOBILE APP

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Setting up a giant screen in the store where you find the footballer and Messi behind him on the ground. By synchronizing the smartphone with the screen, customers can play in multiplayer mode: they pass the ball quickly to either their neighbors or the footballer of the screen, always avoiding that Messi intercepts the ball.

RETAIL

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DOWNLOAD CALL

LOCALSOCIAL

Messi and Adidas FBIn store

MOBILE

MULTIPLAY GAME

MOBILE APPLICATIONYour player

WEB

Player profile

SHARE

MESSI AS THE OPPONENT

WIN

MESSI FIGHT

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INSPIRATION

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MESS I SHOP

IDEA #5

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MESSI PERFORMANC E (i.e. NUMBER OF GOALS ) ISINC REASED BY THE f50Th e f50 is th e firs t p artn e r o f M e s s i’s

go als .

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THANKS TO THE f50, YOU C AN C ELEBRATE WITH ADIDAS EAC H TIME MESS I SC ORESB u t b e p re p are d , it re q u ire s yo u to b e as re ac tive as

M e s s i.

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The first e-shop mobile (web, mobile and real-life) that opens only if Messi scores a goal. Messi is the top scorer in the history of FC Barcelona in official matches with 253 goals in 329 games, but also the best scorer in La Liga in a season with 50 goals in 2011-2012. When Messi scores a goal this year, for 10 minutes after the shop which offers special, limited edition Messi goodies opens. Once the goal is scored, the products will be available with a special promotional code valid only for 10 minutes. Once those 10 minutes past the code is cleared and it will be impossible to order products. On mobile, the virtual site is but one could imagine a pop-up store in Barcelona for instance. If Messi does not score, the shop is closed by a flap and links to all adidas stores with a coupon code.

MOBILE APP

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Real pop-up stores placed in capitals such as Barcelona open for 20 minutes when Messi scores a goal.

RETAIL

THANK YOU / MERCI / DANKE / GRACIAS / GRAZIE / OBRIGADO