Spikes Asia
CHEIL WORLDWIDE, Gurgaon / ADIDAS / 2017
Overview
Entries
Credits
Background
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 Budget:
Execution
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 that goes on forever. An idea that creates a unique brand identity for adidas cricket online. III is Cricket. III is adidas.
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