In order to support the adidas '14 FIFA World Cup campaign, we created a big event designed to create immediate activation.

This brand activation focused on building a longer term emotional connection between the brand and the consumer, especially during the FIFA World Cup.

This stunt actively engaged consumers to adidas and achieved measurable results.

Before '14 World Cup, adidas launched its biggest communication campaign and wanted an activation in France that affirmed it is still the global football leader, France’s favorite brand and illustrate the “all in or nothing” claim. In addition, adidas had lost its historical partnership with the French team.

The strategy was to make adidas affirm its position through a powerful demonstration defining the campaign through a bold and daring launching party: On May 26th, 2014, adidas completely demolished the symbol of the darkest episode of French football: "the Knysna bus of shame" that the 2010 French team refused to leave.

The visibility of the campaign was seen 8 times more than average campaign.

150 journalists and bloggers were present at the event

400 happy few: former football players, opinions leaders, famous journalists...

300 clippings: 20 TV, 20 radios and 11 international

The event generated more than 213 million contacts (154M web - 37M radio - 19M TV - 2M print)

The feedbacks of the stunt were 88% positive - 7% neutral and 5% negative.

4500 publications on social networks and 70% of positive feedback.

2 twitter trending topics.

The event took place in the biggest scrap yards of the Parisian suburb, the night of the May, 26.

The first part of the evening was meant to "prepare" the audience for the bus demolition via an industrial scenography and projection of adidas ads.

As an introduction of the destruction, a short movie was projected as a reminder of the darkest period of the French football history.

The climax of the party was reached when the audience was asked to get out whithout knowing what will happen : the demolition, live, of the Knysna bus. This demonstration illustrate the claim and also the fact that adidas, like every French, wanted to start from scratch.

The campaign almost ran according to the original plan, initially we wanted to bring back the real bus but facing the authorities refusal, the agency had to recreate the very same bus.