During the Women's World Cup 2023, adidas wanted everyone's eyes on the pitch cheering up and celebrating female football players making history.
But unfortunately, life can get in the way and its plans and duties can force you to miss the games... Unless the GOAT himself tells you:
We created an outdoor campaign where Messi advised football fans to navigate everyday obstacles so that they could put their attention on the Women's World Cup '23.
We also took Messi's message to social media, tapping into real-time events to deflect the conversation from pop news to the championship.
But things got complicated and the production stopped (so the images above are all AI-generated, any similaritty to actual people is purely coincidental).
Still, we continued with our goal to make the Women's World Cup 2023 tthe tournament of the year, so we joined forces with partners and celebrities to ignite their communities' excitement for the game on social media by...
Capturing content with our football stars for adidas socials:
Creating the #WWCMode, a social feature to inform friends of MIA states during the tournament on Stories:
Finally, we got the world turning #WWCMode on, giving massive love to our content and making the WWC'23 the most-watched edition ever.