Don't

MESSIt up

 



Client: adidas

Agency: TBWA\X

Year: 2023 

 

During the Women's World Cup 2023, adidas wanted everyone's eyes on the pitch, cheering on and celebrating women's football making history. 

     Unfortunately, life's hustle and to-do's were ready to make football fans miss the games... unless the GOAT himself sent them a clear message:

 

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We made the only name that could turn every head into an outdoor campaign that invited football fans to ditch the boring day-to-day tasks and dive into the unmissable Women's World Cup '23. 

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We also took Messi's message to social media, tapping into real-time events to deflect the conversation from pop culture events and news to the competition.

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  DISCLAIMER: THINGS GOT MESSED UP. BIG TIME.


And we had to stop the production.
That’s why all the images above are AI-generated, and any similarity to actual people is purely coincidental.

But as we still wanted WWC'23 to grab everyone’s attention, we teamed up with our partners and took over social media, from creating content on adidas profiles...


To launching  the #WWCMode, an Instagram Stories feature that enabled fans to inform their followers of MIA states during the games.

 

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Finally, we got the world turning #WWCMode on, giving massive love to our content and making the WWC'23 the most-watched edition ever.