Adidas – Sacred Ground – Case Study

My Role: Editor – TBWA/Melbourne
CANNES LIONS INTERNATIONAL FESTIVAL – Finalist – Promo & Activation – Use of Live Shows – Adidas, Sacred Ground. Finalist – Promo & Activation – Use of Social Audience – Adidas, Sacred Ground.
CLIO AWARDS – Silver – Public Relations – Multicultural – Sacred Ground, Adidas.
ADFEST – Bronze – Media Lotus – Best Use Of Social Media – Adidas, Sacred Ground
INDIAN MARKETING AWARDS – Gold – Small Budget Marketing Campaign – Sacred Ground, Adidas.

India is passionate about cricket. The sport is believed to be a religion. Also culturally symbolic is the way Indians touch the ground as a prayer offering before performing a daunting task. adidas brought the two aspects together with Sacred Ground. A social media idea asking fans to send in pictures of themselves touching the ground, as a way to support and cheer for the team.


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