f50 mobile creation 120723
Post on 09-Jul-2015
Embed Size (px)
f50 MOBILE INTERNATIONAL LAUNCHCREATION PRESENTATION FRIDAY, 20TH OF JULY
1. REORIENTED STRATEGY2. CREATIVE ROUTE*3. CREATIVE IDEAS
*1. REORIENTED STRATEGY
*WHAT WEVE LEARNT FROM YOUR DEBRIEF4 key points
*ITS COOL HUNTINGWe need to follow trends and turn them into a whole new idea, to ensure viral power.
Innovation, surprise & never seen before to ensure a viral power*ITS A COMMUNITY EXPERIENCEWe need to celebrate the passion for football in a collective, sharable way.And we need to create a direct interaction between fans and Messi.
*ITS STRAIGHT ON THE NOTION OF SPEEDWe need to deal with a target who has a narrow time window to dedicate to adidas.We have to convey the message around speed very quickly.
*ITS ABOUT HITTING HARD AT FIRST SIGHTWe need to focus on more impact and less engagement.
*2. CREATIVE ROUTE
*A SPECIFIC VISION OF SPEEDSpeed in football is about dealing with the micro instant.
*A SPECIFIC ROLE FOR THE f50This shoe allows you to act as fast as you think : youre faster because youre smarter.
*OUTSMART THE OTHERSwith the f50
*3. CREATIVE IDEAS
*MESSI SECONDIDEA #1
*MESSI IS SO FAST THAT HE CAN DO A LOT IN A SECONDMESSI SECONDThe time has not the same value for him : it is stretched.
*BUT WHILE HES VERY FAST, HE REMAINS HUMANHe uses his extra-time without a ball to be attentive to others.MESSI SECOND
*THANKS TO THE f50, YOU BECOME SO FAST THAT YOU CAN SEE WHAT MESSI DOES ON HIS EXTRA TIMEadidas allows you to catch what others dont.MESSI SECOND
*Everything begins with a media event.A 8 TV spot is broadcasted during the half-time of a major football match.
*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
*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 version of the film.
*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
*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 - BALLOONSMessi 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 FILMSMARTPHONE FILM
*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 - HAIRUnder 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 womens 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 FILMSMARTPHONE FILM
*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
*DOWNLOAD CALLLOCALSOCIALMessi and Adidas FBIn storeMOBILESCAN DOWNLOAD CALLMOBILE APPLICATION Image recognition Film downloadTV8 FILMUNLOCKPlayer profile30 FILMSHARERETAIL EXPERIENCEBEFOREDURINGAFTERMESSI SECOND
*MESSI BOMBINGIDEA #2
*MESSI IS ALWAYS WHERE YOU DONT EXPECT HIM TO BEHis movements are so fast that you cant really perceive him.MESSI BOMBING
*ACTUALLY, IT SEEMS HE HAS A TALENT FOR UBIQUITYHe is everywhere : already here whereas he was over there just one second ago.MESSI BOMBING
*THANKS TO THE f50, YOU ARE NOW ABLE TO CAPTURE THE PASSING MESSI.You were blind but now the invisible is visible.MESSI BOMBING
*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 APP123456
*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 picture just at the right second.i.e. when someone interrupts what should have been a controlled and beautiful photo.An endless source of memes. INSPIRATION
*Bought for $1 BillionInstagram for realAt 47%, photo enhancement is the most prevalent user need addressed by the top ranking photo or video apps. 6Sight Future 2012Lomography boomPolaroid revivalPhoto * video explosionINSPIRATION
*DOWNLOAD CALLLOCALSOCIALMessi and Adidas FBIn storeMOBILEPHOTO BOOTHMOBILE APPLICATION Photo bombing with MessiPlayer profileANIMATED PHOTOSMESSI BOMBING
*MESSI TIKI TAKAIDEA #3
*EVEN WHEN HES PASSING THE BALL, MESSI IS FASTTiki taka tells this way to play : passing the ball quickly. Football with choreography.MESSI TIKI TAKA
*THANKS TO THE f50, YOU CAN REPLY TO MESSIS PASSES AS FAST AS HE DOES.You get the ball from Leo. You have five seconds to send it back to him. MESSI TIKI TAKA
*MOBILE APPThis 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
*GAME MECHANICS The game takes place in two stages:STEP 1: LAUNCH OF BALLSWe 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 Im removed from the gameSTEP 2: THE FINALWhen 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.12
*The film begins on a cut of an attack as a footballer.
Everything is very fa