Creative & Creative Director

During the Coronavirus (COVID-19) outbreak, with lockdowns occurring throughout Europe, adidas wanted to make it as easy and affordable for people to get all the right kit to continue football training at home, or even get in the right mood for any e-gaming you might now be doing during lockdown.

I was inspired by LEGO and IKEA manuals for their friendly and simple layouts as a way to express adidas doing the same, but with their own products. I also loved the idea of placing all the adidas products into the AIRFIX kits as a visual pun, helping land the double meaning of adidas providing all the kit you need.

At the core of this idea was to not wallow in what was happening, which many brands were doing at the time, and bring something light and even a little fun to the proceedings.

The campaign ran mainly on adidas’ homepages across Europe, iOS & Android apps and through email to subscribers, and went on to be their most successful campaign during that period.

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