Building on adidas’ ‘#allin or nothing’ strapline, we stripped everything back to the bare minimum, creating a dramatic, contrasting global campaign that would make adidas stand out in a sea of Brazilian techni-colour.

The Battle Pack campaign photo shoot used light projections to cast the boot patterns across the players' faces and bodies, conveying their transformation into warriors on the pitch from the moment they put on their boots.

From art direction, retail, print, digital, mobile, broadcast and out of home – it was all in or nothing.

The World Cup propelled adidas and its state of the art Battle Pack footwear onto centre stage. adidas was the most talked about brand at the World Cup with 1.59 million conversations on social media - fans posted photos posing with the posters in their thousands. Most importantly, adidas reached its target €2.2 billion in football product sales within the first 12 days of the World Cup.