THE BRIEF
With the 2018 FIFA World Cup approaching, adidas wanted to unveil its new official match ball to a global audience in a way that would go far beyond a traditional product launch.

The plan was to bring 20 of the world's most influential football bloggers and content creators to Moscow for three unforgettable days, culminating in an exclusive reveal of the new ball alongside football superstar Lionel Messi.

But this wasn't simply about inviting influencers to an event. It was about giving them an experience like no other, immersing them in the adidas world and creating opportunities to engage, influence and inspire their millions of followers in the build-up to football's biggest global stage. From touchdown to take-off. Three days. Twenty creators. A world of stories to tell.

THE PROCESS
We set out to create an experience that started the moment the creators touched down in Moscow and continued until the moment they left.

Three days of carefully curated experiences, unexpected encounters and exclusive access, with every touchpoint designed to give our guests something worth experiencing, capturing and sharing.

Rather than simply putting influencers in front of a product, we gave them the opportunity to become part of the adidas World Cup story. From immersive brand experiences and football-inspired activities to exclusive behind-the-scenes moments and the highly anticipated ball reveal with Messi, every experience was conceived with content creation at its heart.

The thinking was simple: don't just tell creators what to post. Give them something extraordinary to post about.

By building social moments into the entire journey, we transformed the creators from event attendees into active storytellers, helping adidas extend its World Cup presence far beyond Moscow and into football communities around the world.

THE RESULTS
A three-day, content-rich experience that brought 20 influential football creators together and gave them a front-row seat to the adidas World Cup story.

The new official match ball was unveiled alongside Lionel Messi, while the creators were equipped with a wealth of exclusive experiences, imagery and stories to share with their global audiences.

More than a product launch, it became a platform for influence, inspiration and social amplification, turning 20 individual voices into a collective global conversation around adidas and the 2018 FIFA World Cup.

We didn't just bring the world's football influencers to Moscow. We gave them a world of reasons to tell everyone about it.

AGENCY: TRO
IDEATION: Lee Rooney
ART DIRECTION: Lee Rooney
FILM: Let Us Create