Cold Blooded
Adidas
Jdpl were delighted to work with Hill+Knowlton Strategies and adidas to create an immersive and original take on the most pressured moment in football - the penalty shoot out.
We were worked with the agency to develop the creative brief for the launch of the new collection of football boots - ‘Cold Blooded’ which comprised of a fully-designed and fabricated ‘penalty booth’. The vast netted box, incorporating a huge LED screen and linked to a heart monitor created a digital “goalmouth”, which decreased – or increased – as the participant’s heart rate rose or fell.
The in-store consumer experience took place at adidas’ flagship store on Oxford Street, London, where customers were invited to take a penalty against a guest professional goalkeeper to give them an understanding of what it takes to score a vital spot kick under pressure. The launch event also included special guests, Premier League football players, Danny Drinkwater and Callum Hudson-Odoi.
A camera rig was carefully positioned facing the goal, in order for the consumer to insert their mobile device to record footage of them partaking in the activation. On completing the task, the winner is invited to share their attempt on social media and successful goal scorers will be selected to come back to participate in the final evening event.
The event was combined with pre-programmed, time-coded lighting and sound sequences choreographed to create a totally visually-stunning and exhilarating experience.
Client - adidas
Agency - Hill+Knowlton Strategies
Set Build + AV - ON Productions
Production Services included: Creative Development - Logistics - Project Management - Set Build - Equipment Hire - Commission of Crew + Creative Team - Prop Sourcing - Catering - Travel - Accommodation
