EUROPE / AMERICAS / ASIA PACIFIC MIDDLE EAST adidas

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CHALLENGE:

With the UK in lockdown, our shoot cancelled and no access to players, we had to come up with an innovative, alternative approach to launching the adidas 20/21 Manchester United FC home shirt. 

As ever the goal was to generate buzz around the launch and drive engagement with the fans.

SOLUTION:

We told the story of the shirt through the fabric itself; exploring the idea that a shirt is made up of much more than just threads. Every stitch is woven from historic moments and every shirt carries the weight of the past defeats and glory within it.

Pivoting to animation, we engaged VFX experts The Mill to help us transform real match footage into 3D woven characters. The visuals they created were coupled with an emotive voice over, designed to appeal to the die-hard group of fans who are the main target audience for the home shirt.

By focusing on the iconic moments that make up the team’s history, the film demonstrates that this is more than a jersey, it’s a tapestry of memories passed from one generation to the next.

threadspic2

RESULTS:

The film hit 1 million views in the first 7 days, with a reach of 40 million. 

AWARDS

Clio Award

Film Technique