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To support the build up, adidas made Facebook pages, [...]]]> For the Spark to really ignite, adidas’ presence needed to be felt in all the right places. We approached influential football bloggers and initiated a content-sharing partnership, so before the full film was revealed, teaser films and snapshots of a torn poster were disturbed to the bloggers.

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To support the build up, adidas made Facebook pages, hosting links about the boots, interesting films and asking questions of their fans.

Once the full film was launched, adidas bought takeovers of YouTube (UK, France and Spain) that played the full film in widescreen on the homepage. There’s also been numerous of exclusive behind-the-scenes and on-the-ground films, added to YouTube and Facebook daily. Go to adidas.com to see more.

Lionel Messi becomes ‘The Spark’, representing the F50i boot and ‘lightning quick, game changing’ player type. As part of the F50 integrated campaign a series of striking print and design elements were created in a distinct pulpnoir, graphic novel style. The photography used throughout the print and design was shot by Gary [...]]]>

F50 Print ad

Lionel Messi becomes ‘The Spark’, representing the F50i boot and ‘lightning quick, game changing’ player type. As part of the F50 integrated campaign a series of striking print and design elements were created in a distinct pulpnoir, graphic novel style. The photography used throughout the print and design was shot by Gary Land. These elements along with 3D rendered backdrops from the film were brought together by art director Martin Terhart and U-Turn retouchers to create a series of dynamic modular panels that reveal the story of ‘The Spark’, ‘The Lightning Strika’ and the F50i, a boot fully customizable for any playing surface. This boot’s design perfectly matches Messi’s lightning footwork. Pioneering technologies and outstanding design make for the perfect football boot for players who can decide a game with their brilliance and inspire their teammates.

Launched during half time of the Champions league final, ‘The Spark’ – a superhero recruited by Zinedine Zidane into the team to end all teams, and launching adidas’ ‘Every Team Needs’ positioning in the run-up to the 2010 World Cup. It’s a fantastical exploration in a graphic novel style. [...]]]> Click here to view the embedded video.

Launched during half time of the Champions league final, ‘The Spark’ – a superhero recruited by Zinedine Zidane into the team to end all teams, and launching adidas’ ‘Every Team Needs’ positioning in the run-up to the 2010 World Cup. It’s a fantastical exploration in a graphic novel style. Apart from the TV and long format film, trailers, diary entries and clues will be available online which unravel the story of the superhero more and work to engage viewers on a deeper level. We look forward to seeing who else Zidane has on his list…