To deliver our strategy we invested in a new standard and scale of bespoke media.

We focused on keeping executions fresh and relevant throughout the tournament in two areas:

Huge outdoor builds – painted Routemasters in London, building wraps in Berlin.

Real-time projections – pushing pre, during and post-match content across key global cities.

We directed all implementation from the heart of the tournament in Rio. Manipulating ambient media instantaneously, across multiple territories, based on the ebb and flow of each match.

For 5 weeks, we controlled what our FOTs saw and, crucially, what they were most compelled to share.

• Adidas became the ‘most talked about’ brand at the World Cup

• Adidas exceeded their €2bn sales target for the first time in their history

• 1.59m conversations generated

• Fastest growing Football community in social media

• Over 900,000 mentions of #allin.