Business Challenge

adidas’ experiential brief for FIFA World Cup Qatar 2022 was huge, yet simple. Create global brand moments, through the lens of inclusivity. Win the World Cup, by winning share of voice.

Campaign | The Family Reunion

After 4 long years since Russia 2018 - and the small matter of a COVID outbreak - adidas would bring fans back together for football's ultimate family reunion. Global superstars from Bellingham to Benzema heading to Doha, reuniting with fans through the common language of football; and adidas would be the reunion host.

To bring the campaign to life, we created the ultimate home for fans to unlock the World Cup - activated across channels and occasions from Fan Festivals to Floating Pontoons; stages for the journeys, passion, nostalgia, friendships and rivalries - a natural place for the brand at the heart of football culture.

My Role

Taking the reigns as overarching Creative lead meant forming and guiding a killer team of talent throughout the World Cup, telling adidas’ story through disruptive experiences across FIFA Fan Festivals, Media events, OOH stunts and in-store retail - creating a content engine, amplified socials and owning share of voice for the brand.

Impact

• 37% share of conversation Vs other sponsor brands

• 1.7 billion views of adidas World Cup campaign content

• 154m campaign engagement

• 41% positive sentiment