Adidas wants to encourage Gen Z audience to engage with out-of-script football within the upcoming UEFA Women’s Euro 2025.

Football is emotion.
Gen Z audience stands for connection, equality and life stories - we focus on these three pillars.
Even if you don't play football, when you watch it, you share the same emotions with others creating a deep connection. Female football players are only acknowledged like that: as a team. Their names, personal stories and careers are still on the shadow.

1

LAUNCH OF THE BALL

Filmed from the perspective of the ball. The video will capture women and people experiencing a range of emotions showcasing their sensitivity, empowerment and strength as the ball travels to the stadium.

2

RELEASE OF WOMEN’S NATIONAL TEAM JERSEY

Launch of social media filter for Instagram and Tiktok, allowing users to virtually wear it & influencer marketing.

3

TOURNAMENT KICK-OFF

To highlight individual players of the German women's national team, we will implement a "11 to 1:1" social media campaign with partners. This will include follow-alongs, interviews, meet-and-greets, games, live streams and showcasing their daily lives and hobbies. This approach will shift the focus from the team as a whole to the unique stories of each player, emphasizing their individual talents and personalities.

Adidas x D&AD Shift

Concept and copywriting: Mario Andric, Otto Windmöller, Daniela Missinou, Rocío Tenaglia
Art Direction: Daniela Missinou, Otto Windmöller, Rocío Tenaglia
Graphic Design: Otto Windmöller
2024