Adidas "rallied an impressive 56 a-list creatives" around the World Cup for a campaign designed to "champion creativity," according to John McCarthy of THE DRUM. By assembling the cast in a stadium, the work can be "chopped into micro-narratives designed for specific audiences." To "give an idea into just how far-reaching the campaign is," adidas, an official sponsor of the World Cup, brought together Lionel Messi, Paul Pogba, Dele Alli, Gabriel Jesus, José Mourinho, Luis Suárez, NFL player Von Miller, rapper A$AP Ferg, Mo Salah, Caroline Wozniacki, model Karlie Kloss and musician Pharrell Williams. Adidas VP of Brand Communications Ryan Morlan claimed to have "re-engineered the traditional advertising campaign" with the work from 72andSunny. By assembling such a "vast array of talent," Morlan said that the brand is "creating endless inspiration through unique and personal content." The campaign is inviting creatives to get involved with the World Cup action on the #HereToCreate hashtag across Twitter, Instagram and Facebook (THE DRUM, 6/4).
