The Situation:

In big sporting events crazy fans use twitter to express themselves in real time.

The Problem: Long hashtags. Long Hashtags give fans lesser character space to express themselves and make conversations shorter.

The Brief:

adidas in India wanted to own all cricket conversation online. How do you get cricket crazy fans tweeting with multiple long hashtags during a cricket match to tweet with a branded hashtag without hosting an online contest?

The one thing that defines great design is simplicity.

The core of this idea and its usage is so simple and so unique - to the brand, its product and the sport. The letter 'I' when placed one after another, three characters on a keyboard creates the unique symbol of Cricket - Three Stumps and visually depicts the brand - adidas.

Materials and style elements:

Three lines never had so much meaning when placed one after another on a social media posting screen while typing a post to express yourself.

The idea empowered cricket crazy fans to adopt and use it when talking about the game.

Scale:

It's not a campaign, it's an idea for life. An idea that creates unique brand identity for adidas cricket online. III is Cricket. III is adidas.