Lionel Messi’s new boot for Adidas is the adiZero f50 Messi. These boots are rainbow coloured and weigh just 165gms and Messi wore them first at the Champions League last-16 clash at the Etihad Stadium on February 18.
They have what it takes to stand out, but Adidas recruited iris give the new boots an ‘unfair advantage’ in a very cluttered market. And iris recruited MediaMonks to make sure its unfair advantage worked.
Iris’ campaign is centered around a new kind of real-time reactive game, Fast or Fail. People get to play as if they were in Messi’s shoes, to beat opponents down an endless pitch. They have to win against rivals to reach Rio de Janeiro in the fastest time possible to win a chance to get tickets to the 2014 FIFA World Cup to see Lionel Messi play.
Now comes the really interesting bit: The game is driven by social media – each player’s speed is fuelled by live tweets with #Teammessi. The higher the crowd-buzz around Messi becomes, the faster you play. Players can access an in-game social crowd buzz-meter to get real-time updates.
The game can be played on mobile or a desktop and lives here
There is also a Fast or Fail video to promote the game and the new Messi boot, directed by MediaMonks in-house film director Rogier Schalken. To create the video, they shot Messi on a green screen backdrop, and then worked with Media Monks to create the CGI-built polygonised world seen in both the game and film.”
The campaign has been created by iris and the film is directed by MediaMonks in-house film director Rogier Schalken and MediaMonks is also are responsible for the digital production of the game.
The campaign was created by iris creative director, Adam Fish. The game was designed by Nicolas Mollien and Sophie te Pas at MediaMonks.
In November last year, Adidas agreed a deal with FIFA to extend its sponsorship of the World Cup ball to 2030. That year, the pair will have had a 60 year partnership.
FIFA top-tier sponsorships are currently estimated at about $110m (£62m) per four year World Cup cycle.
Adidas will provide the ‘Brazuca’ ball next year in Brazil after the hugely criticised ‘Jabulani’ proved to be unpopular with players at the 2010 World Cup in South Africa.
