martin jon adolfsson | creative director | art director | inventor
martin jon adolfsson | creative director | art director | inventor
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Adidas | The World's Largest Football Team

Sweden hadn’t won a football game against Italy in 30 years. Now we needed to win to have a chance to reach the World Cup in Moscow. So we decided to challenge one of the core foundations of football: That a team always is eleven players strong.

Together with the Swedish Football association, adidas invited ALL Swedes to become part of the national team – and get their own names and numbers on the jersey, and to get included in the Swedish Football Association team list. Every time someone joined the team, their name and number turned up on a jersey in the Swedish team’s locker room in real time, reminding the Swedish players that they just got a new team mate.

Creative Direction @ Edelman Deportivo

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ADIDAS THE WORLDS LARGEST FOOTBALL TEAM

 

Sweden hadn’t won a football game against Italy in 30 years. Now we needed to win to have a chance to reach the World Cup in Moscow. So we decided to challenge one of the core foundations of football: That a team always is eleven players strong. Together with the Swedish Football association, adidas invited ALL Swedes to become part of the national team – and get their own names and numbers on the jersey, and to get included in the Swedish Football Association team list. Every time someone joined the team, their name and number turned up on a jersey in the Swedish team’s locker room in real time, reminding the Swedish players that they just got a new team mate.

Creative Direction

 
 

Expressen  Aftonbladet  Metro  Cafe  Resumé  Dagens Media  TV4 Nyhetsmorgon

 

Live projection on jersey in the national team's locker room

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