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adidas GMR: Play Connected

GMR is a smart insole aimed at getting a generation of young gamers moving by connecting their in-game FIFA Mobile skills with real-life activity. The campaign was launched by tapping into gamers’ competitive nature to get ahead and inject social competition into each element – from product development to communications. So far, it has produced 19,744 778 shots and passes and covered a distance of 599, 201, 723 meters.

Awards

Silver Award Integrated & Innovation Best Use of Technology
Member Club Gold Award Integrated & Innovation Best Use of Technology

Details

Categories:

Country:

Year:

Credits

Client:

adidas / EA Sports

Agency:

adam&eveDDB

Agency Producer: Paul Weston Connor Hollman
Art Director: Simone Warme Jeppe Vidstrup
Copywriter: Simone Warme Jeppe Vidstrup
Creative Director: Simon Vicars Andre Sallowicz Richard Brim
Designer: Alex Fairman Paul Knowles Sam Stabler
Director of Photography: Simon Chaudoir
Film Director: Pedro Martin-Calero
Photographer: Andy Glass Ruud Baan
Production Company: Blink Productions
Sound Designer: Neil Johnson Sam Ashwell

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