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Real-World Football Skills Unlock In-Game Rewards with adidas GMR

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Editors' Choice: adam&eveDDB teamed up with adidas and EA Sports FIFA Mobile to create groundbreaking wearable tech innovation

Real-World Football Skills Unlock In-Game Rewards with adidas GMR
adam&eveDDB is working with the biggest brands in tech, sport and gaming to launch a groundbreaking innovation. adidas GMR (pronounced Gamer) is a smart insole that tracks your real world football skills and uses that data to improve your team in EA Sports FIFA Mobile – the better you get on the football field, the better your players become in FIFA Mobile.
Utilising Google Jacquard technology, the insole tracks footballers’ speed, distance, shot power and passes. The data collected by the insole is then synced directly to the user’s FIFA Mobile team.

Collaborating with adam&eveDDB, adidas secretly hid the GMR insole inside football boots in the days running up to the tech’s official release on March 10th. An online film, promoted by some of football’s biggest names, documents the high tech insoles being ‘smuggled’ into boots, before being hidden in stores around the world for gamers and footballers to find and sent to unknowing influencers.     
The launch film featuring Paulo Dybala, also created by adam&eveDDB, sees two people battling it out for the best team rating on FIFA Mobile, which is played by 300 million people worldwide, by competing in a series of gritty real-world challenges to prove their skill. The film is being followed by a product demo film and a series of ‘skills videos’ explaining how the product works and what it tracks. As well as creating the launch strategy and content for GMR, adam&eveDDB collaborated on certain elements of its development: packaging, in-game functions, visuals and branding.

adidas GMR, specifically designed to fit in any boot, is being made available for purchase in-store and online, allowing gamers and footballers around the world to “Play connected”.
Mat Goff, joint CEO at adam&eveDDB said: “This has been an incredible collaboration to be part of, working with some of the best loved brands in the world to create a wearable tech product with proper impact – making in-game currency from your real-world skills and movement is wearable tech at its best.”

Florian Alt, VP marketing from adidas added: “adidas GMR marks an exciting new era in sports innovation where digital and real world football overlap. By exploring and challenging traditional approaches to product development, alongside Jacquard by Google and EA SPORTS FIFA Mobile, we have been able to equip players with a whole new way to use their creativity for the betterment of sport.”
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Client: adidas

Brand: adidas Football

Project/Campaign name: adidas GMR

Creative Agency

Creative Agency: adam&eveDDB

Joint CEO: Mat Goff

Chief Creative Officer: Richard Brim

Creative Director/s: Simon Vicars & Andre Sallowicz

Creative/s: Simone Warme & Jeppe Vidstrup

Chief Production Officer: Anthony Falco

Agency producer/s: Mondi Howard & Kendal Drake

Chief Strategy Officer: Martin Beverley

Planning Director: David Mortimer

Planner: ShuHan Lee

Business Director/s: James Derrick

Account Director/s: Josh Smith, Kathryn Gooding

Project Manager: Ian Hughes

Design Agency

Design Agency: King Henry

Head of Design: King Henry, Paul Knowles & Alex Fairman

Artworker: Sam Stabler

Retouching: King Henry

3D Artist: Ben Fearnley

Motion Designer: Rob Monk


Production Company: Blink

Executive Producer: Paul Weston

Producer: Connor Hollman

Director: Pedro Martin-Calero

UK Production Manager: Duncan Bernard

D.O.P: Simon Chaudoir

Service Production Company: BAS Productions

Sports Choreographers: Mike Delaney & Marc Cumberbatch

Editing Company: TRIM

Editor: Fouad Gaber

Editor Assistant: Magda Plugowska

Post Production: Absolute Post

Post Producer: Nathan Hoad

Creative Director: Phil Oldham

2D Lead Artist: Tom Clapp

3D Lead Artist: Stephen Henry

Colourist: Matt Turner

Music Supervisor: Lauren Wilson @ Adidas

Audio Post Production: 750MPH

Soundtrack name and composer: “Intro” by Inja and Pete Cannon

Sound Engineer: Neil Johnson & Sam Ashwell

Photographer: Andy Glass

Photographic Agent: Rose Mullings @ Wyatt Clarke Jones

First Assistant: Daniel Hutton

Digital Operator: Gideon Marshall

Stylist: Mair Joint

Make-Up: Enzo Volpe

CGI Artist: Ben Fearnley

CGI Artist Agent: Sam Summerskill @ BA Reps

Retouching: King Henry

Producer: Kendal Drake

Photographer/Director Celebrity Shoot: Ruud Baan

Photographic Agent: Valie Fiordimare @ Take Production

Stylist: Ilaria Magini

Make-Up: Paola Fracchia

Service Production: Take Production

Categories: Consumer Electronics, Wearable

adam&eveDDB, Tue, 10 Mar 2020 16:39:42 GMT