Gen Z aren’t like other football fans. They don’t follow the rules set by generations before them. So for the 2022 World Cup, we ripped up the rulebook and used the global stage to set Gen Z’s identities free with a campaign that saw us leak, not launch, adidas’ official World Cup kits. Partnering with talent from each of our markets, we hid our official shirts everywhere from manga comics in Japan to a barbershop in Argentina, and let fans discover them for themselves.
The Official Leak of the World Cup Kits
Awards
Silver Award
Integrated & Innovation
Branded Content
Bronze Award
Interactive & Mobile
Social Media Campaigns
Details
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Credits
Client:
adidas
Agency:
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