Here To Create - The 2018 FIFA World Cup
For the 2018 FIFA World Cup, we created a series of films, acting as mini-documentaries, telling the personal stories of adidas’ star players as they journey to Russia this summer. Designed to own the internet on the day of publishing and extend adidas’ “Creativity is the answer” proposition, each is tagged ‘Here To Create’ and aims to show that the power of creativity inspires others, brings people together and can take you from humble beginnings to the world stage.
Looking at adidas-sponsored players and teams through a personal lens, we identified human insights and truths about Gabriel Jesus, Mo Salah and the RFEF.
Gabriel Jesus’s story focuses on the change that has occurred in his life since the last World Cup, when he was painting the streets of his local favela in support of the Brazilian team. Now the streets are painted for him.
The Mo Salah film reveals his feelings on representing the hopes and dreams of 100 million Egyptians at the World Cup, and features adidas’ customised boots, created especially for him in homage to this, which he will be wearing throughout the tournament.
The RFEF film aims to demonstrate how football can bring Spain together. All the films are subtitled, with the players narrating their stories in their native languages.
This campaign went live during the first week of the 2018 Russia World Cup, further content is set to be rolled out during the remainder of the tournament.