The world’s biggest football stars meet the world’s smallest football teams, in adidas’ new football campaign for 2008, a film project called "Dream Big".
Rather than focusing on the big football superpowers for UEFA EURO 2008™, adidas instead shifts the attention to lesser known football teams with the notion that anyone can "Dream Big", no matter what their ranking. Kaká, Messi, Gerrard and Beckham are amongst the all-star group of footballers that were sent out on missions to Andorra, San Marino and the Isles of Scilly (UK) to inspire and coach local teams. The results celebrate the true meaning of ‘Impossible is Nothing’.
A small number of young boys and girls were selected by 180, adidas’ advertising agency, in each of the three locations to take part in what they thought was a straightforward documentary about football - and were totally unaware of the star players’ involvement. This surprise element led to some extraordinarily charming and real moments between players and kids.
San Marino - being one of the lowest-ranked national teams in Europe - receives specialist coaching and advice from stars such as Kaká, Xabi Alonso and Robin van Persie. The stars work side by side with the young players answering questions and passing on advice. What follows is an intimate, light-hearted and inspiring series of football films.
The second location in the series sees adidas stars sharing their knowledge in the world’s smallest football competition. Just two teams make up the Isles of Scilly league and the young players here could really use some outside help. Much to the surprise of the local residents the likes of, among others, David Beckham, Steven Gerrard, Patrick Vieira and Michael Ballack turn up to pass on tips to the islands’ youngsters.
In the third location, a team of talented juniors from Andorra set off on a road trip of a lifetime to the Spanish capital Madrid. Tickled by the idea of helping out the 179th ranked country in the world, Super Coach José Mourinho arrives for a special coaching session with the future of Andorran football before sending the boys off on their journey. Along the way the boys are met by Lionel Messi, David Villa, Lukas Podolski and Arjen Robben. The Real Madrid club gave the production and camera team unprecedented access to the locker rooms, pitch and museum, as well as an unforgettable finale at a packed Santiago Bernabéu Stadium.
"Dream Big" is what unites the staged players and the kids – both of them having big dreams, being united by their love for football. The campaign also further enhances adidas’ brand statement of ‘Impossible is Nothing’. Even if you come from a small place you can still dream of conquering the impossible.
Bernd Wahler, CMO adidas Sport Performance, says – ‘’I love this campaign because it encompasses what our brand is all about. We want to inspire and enable athletes around the world. It was a dream come true for those kids to be able to play with some of the best footballers on the planet."
Richard Bullock, Executive Creative Director, 180 Amsterdam says – "Every so often something like ‘Dream Big’ comes along – a project that allows you to live out your childhood dreams. adidas were simply incredible at turning our dreams into reality. They were able to conjure up Beckham, Mourinho and Messi in remote and difficult to get to locations."
The integrated strategy consists of TV, digital, mobile, print and retail components, however all media serves primarily to guide consumers to the campaign’s centerpiece – a 12-episode web series found at adidas.com/football The media push covers Asia, Europe, Africa and the US and will extend throughout the summer to tie in with the UEFA EURO 2008™.
"Dream Big" continues the adidas tradition of showcasing elite-level athletes alongside real people, inspiring and enabling them to achieve their impossible.