ADIDAS | Goals Everywhere

Germany has lost its love for football. Since 2014 the team has consistently underperformed, bored fans and caused a record drop in sports participation and attendance. But in 2024 the Euro Finals will take place in Germany.

Adidas decided to bring that love back with the launch of the EURO24 official match ball (titled Fussballliebe – Joy of football). So, we created a campaign that reminded Germans of that joy with a simple insight installed in all our childhood memories - Wherever you put a ball, there’s a goal. We transformed everyday street objects that look like goals into actual adidas branded goals. From park benches to pushed over shopping trollies and phonebooths. If you could kick a ball through it, it became an adidas goal.

We even gave away 20,000 of the balls, turning Germany into the world’s largest football pitch. Making adidas not only the official sponsor of the European Championship, but also the official sponsor of Germany’s joy, with one simple message: Let’s Play.

Role: Idea, Art Direction
Medium: Out of Home, Experience
Year: 2024

Awards:
1x Gold, 3x Silver, 2x Bronze - Clio Sports
Category: Public Relations, OOH / Ambient, Experience / Activation
1x Bronze - ADC Annual
Category: Public Art / Installation Design
2x Bronze - New York Festivals
Category: Events & Stunts, Ambient
Winner - Hashtag Sports Awards
Category: Visual Storytelling