Client
- adidas
My Role
Creative Direction
Media
Film
Print & Publishing
PR
Social Media
Other People
- Radosław Smorga. cgo
- Marta Adamkowska. ad
- Marta Tomczak. cw
Agency
- 180heartbeats+JvM
Date
- Spring 2024
1. A struggling football player.
Kuba Kamiński is a young football player sponsored by adidas. Lately, sports journalists have been giving him a really hard time.
To take pressure off of him, we decided to find better journalists: we asked the kids responsible for the school newspaper at Kuba’s former primary school to create a special edition outlining his best football moments.
Then, the kids delivered it to Kuba in person, to remind him how having fun and no pressure benefited his game.
Shortly after receiving the school newspaper, Kuba played for the first time in months, providing an assist that led to a goal. Effectively proving that sports are more enjoyable when you take the pressure off.
2. A very inspiring poster.
Zosia Tomczyk is a very promising 15 year old athlete sponsored by adidas. She is constantly compared to other famous female athletes, which brings her a lot of pressure.
One of the runners she’s compared to is Justyna Swiety, her idol, of whom she had a poster in her room.
So we decided to give Zosia a new, very special poster of Justyna: one that through AR would show 20 inspirational videos directly from her idol to her.
3. A film to defeat a curse.
The last time the Polish male volleyball team was in the podium at the Olympics was in 1976. Almost 50 years ago. They are victims of what got to be known as the Olympic curse.
To try and defeat this curse, and the pressure it brought, we gathered the whole team for a cleansing ritual: they burned items representing all the sources of pressure, just in time for the Olympics.
It worked! At the 2024 Paris Olympics, the team defeated pressure and got a silver medal. Curse lifted. food can tell a story, we decided to tell fans the story they wanted to hear at that specific moment.