4. WHAT WE ’VE LE ARNT FROM YOUR
DE BRIE F
4 k e y p o in ts
4
5. IT’S C OOL
HUNTING nd s and tu rn th e m into a wh o le ne w id e a, to e ns u re viral p o we r.
We ne e d to fo llo w tre
5
6. IT’S A C OMMUNITY
E XPE RIE NC pE s io n fo r fo o tb all in a co lle ctive , s h arab le way.
Inno vatio n, s u rp ris e & “ne ve r s e e n b e fo re ” to e ns u re a viral p o we r
We ne e d to ce le b rate th e as
And we ne e d to c re ate a d ire ct inte ractio n b e twe e n fans and M e s s i.
6
7. IT’S S TRAIGHT ON THE NOTION OF
S PEd E Dal with a targe t wh o h as a narro w tim e wind o w to d e d icate to ad id as .
We ne e to d e
We h ave to co nve y th e m e s s age aro u nd s p e e d ve ry q u ickly.
7
8. IT’S ABOUT HITTING HARD AT FIRS T
S IGHT cu s o n m o re im p act and le s s e ngage m e nt.
We ne e d to fo
8
15. ME S S I
S E C OND
ME S S I IS S O FAS T THAT HE C AN DO A LOT IN A
S E tim ONDo t th e s am e valu e fo r h im : it is
Th e C e h as n
s tre tc h e d .
15
16. ME S S I
S E C OND
BUT WHILE HE ’S VE RY FAS T, HE RE MAINS
HUMAN« e x tra-tim e » w ith o u t a b all to b e atte n tive to
H e u s e s h is
o th e rs .
16
17. ME S S I
S E C OND
THANKS TO THE f50, YOU BE C OME S O FAS T
THAT YOU C AN S E E WHAT ME S S I DOE S ON HIS
‘EidXTRA sTIMEc’atc h w h at o th e rs
ad as allo w yo u to
d o n ’t.
17
18. E verything begins with a media event.
A 8’’ TV s pot is broadc as ted during the half-time of a major football
matc h. 18
19. TV FILM – HOT-DOG
Messi darts into an exercise of speed with the ball in his feet.
He slaloms between studs running.
When he finishes his course, some spectators on the
sidelines applaud.
Strangely, all have a hot dog in the mouth.
19
20. A TV s pot that only f50 adorers c an dec ode
With a f50 dec oding app on their mobile, the us er c an s c an his TV,
rec ognize the film and launc h the real long vers ion of the film. 20
21. S MARTPHONE FILM – HOT-DOG
Messi darts into an exercise of speed with the ball in his feet. He zigzags
between studs running.
In the middle of his career he leaves the exercise. Around him, time is frozen.
Messi approaches spectators and installs a hot dog stand. It unfolds an
umbrella for shelter, puts on an apron and a paper hat on his head. With
precise gestures, he grilles sausages and onions, puts the bread to be heated
and then pulls out a stack of towels. He prepares five hot dogs one by one: a
napkin, bread, a dash of ketchup and mustard, sausage browned and some
fried onions. He puts each hot dog into the open mouth of the spectators, then
packs up his booth. He returns to his practice.
When he finishes his course, some spectators on the sidelines applaud.
Strangely, they all have a hot dog in the mouth.
21
22. OTHE R FILMS - BALLOONS
TV FILM
Messi darts into an exercise of speed with the ball in his feet. On the sidelines, children
are suspended, clinging to the strings of their huge balloons with animal shapes.
SMARTPHONE FILM
Messi darts into an exercise of speed with the ball in his feet.
Children are watching. In the middle of his sprint, the time is suspended. Messi then
stops near children, a display attached around his waist. On the display, there are
multicolored balloons. He connects a hose to a cylinder of compressed air and inflates
the first balloon. With safe and rapid gestures, he carves the huge balloon and gives it the
shape of a giraffe. He reproduces the exercise by a hippo, a bear and a lion. He puts the
balloons in the hands of children without their knowledge. He resumed his practice of
juggling.
On the sidelines, children are suspended, clinging to the strings of their huge balloons
into animal shapes.
22
23. OTHE R FILMS - HAIR
TV FILM
Under a fine rain, Messi works his ball control and ultra-quick shoots on goal. Once the
exercise is finished, two young mothers with their children caress the hair as they look
strange. Their children applaud Messi.
SMARTPHONE FILM
Under a fine rain, Messi works his conduct of high-speed ball, then shoots on goal.
Between two direction changes, the time is suspended. Messi approaches two mothers who
accompanied their children to drive. They are soaked by rain. Messi puts on a barber apron,
and installs the two women in comfortable armchairs. He applies shampoo and cuts their hair
fast. He does some highlights on the women’s hair, and then puts their heads under a helmet
heater a few moments. It ends with a blow dry and he regains the ground.
Messi takes control of the ball and hits into the upper 90. The two young mothers caress their
hair as they look so strange. Their children applaud Messi.
23
24. RE TAIL
In store, a movie is projected onto a screen. It shows an open box for Messi brief presentation of its new F-50.
A display is installed in front of the screen, and customers need to scan the film for the right to exclusive content.
An iphone is available to them, and they can also use their own iphone.
By scanning the film, Messi takes the shoe in his hand. He directs it towards the camera. Subtitles appear around
the shoe along with the voiceover.
Voice over: "Everything in the new F50 has been designed to thwart any defense. It was designed to give you a step
ahead of your opponents. First, its structure Sprintweb brings a better balance at high speed.
Messi turns the sole of the shoe at the camera.
Voice over: Then, stability is controlled through the base Sprintframe ...
Messi approaches SprintSkin the texture to the camera lens.
Voice over: Moreover, its revolutionary coating SprintSkin monolayer was designed for ball feel and incredible
weight gain. Only 165 grams. For lightning speed!
Messi shows the chip miCoach:
Voice over: And with miCoach technology you always an eye on your performance. "
Once the demonstration is complete, Messi puts the shoe back in the box.
24
25. ME S S I
S E C OND
S CA
O IL TV M BL
OI E LCL
O A
M si a dA id s B
es n d a F Is r
n te
o BEFORE
D WLA
O NO D D WLA
O NO D
CL
AL CL
AL
DURING
8 FM
’’ I
L
SA
CN
M BL A P IA IN
O I PL T
E C O
I a e eo nio
m g rc g it n
Fmd wl d
il o n a
o
U LC
NO K
P yr rf
l e po e
a il AFTER
R TI
E AL
SAE
HR E P RE C
XE I E
N
3 ’’ F M
0 I L
25
27. ME S S I
BOMBING
ME S S I IS ALWAYS WHE RE YOU DON’T E XPE C T
HIMo ve m e nBE s o fas t th at yo u c an ’t re ally p e rc e ive
H is m
TO ts are
h im .
27
28. ME S S I
BOMBING
AC TUALLY, IT S E E MS HE HAS A TALE NT FOR
UBIQUITY : alre ad y h e re w h e re as h e w as o ve r th e re ju s t o n e s e c o n d
H e is e ve ryw h e re
ag o .
28
29. ME S S I
BOMBING
THANKS TO THE f50, YOU ARE NOW
ABLE TO C APTURE THE PAS S ING
MEwS re I.lin d b u t n o w th e in vis ib le is vis ib le .
S
Yo u e b
29
30. MOBILE APP
1 I install the application Messibombing.
1.
2 I take a picture with my smartphone and I put my face in a specified area (ie photo booth).
2.
3 Oddly, on each of my photos, there is a sort of halo / the drag something too fast for me to
3.
distinguish what it is.
4 When I click on the film, I realize that I have not taken one but several photos (burst mode).
4.
5 I discover that the trail is none other than Messi, who came invade my picture. Scrolling through
5.
the photos, I see all that Messi has had time to do soe stuff while I was taking my picture:
- Messi juggling clubs, there are more and more.
- Messi makes the kite, sometimes it takes off from earth, masters the thing.
- Messi who has made a great whale out of blue balloons. At the end, he explodes his inflatable
animal.
6 I can import my photos into a movie, then share it on social networks.
6.
30
31. RE TAIL
Setting up a booth Messibombing store. Clients leave with a series of
5 photos stylized where Messi is found alongside them in 5 different
positions, always faster than lightning.
31
32. INS PIRATION
Photobombing : the art of c atc hing a pic ture jus t at the right s ec ond.
i.e. when s omeone interrupts what s hould have been a c ontrolled and beautiful
photo.
An endles s s ourc e of memes .
33. INS PIRATION
Bought for $1
Billion
Ins tagram for
real
Polaroid
revival
At 47% , “photo enhanc ement” is
Lomography the mos t prevalent us er need
boom addres s ed by the top ranking
photo or video apps .
Photo * video
6S ight Future 2012
explos ion 33
34. ME S S I
BOMBING
S CA
O IL M BL
OI E LCL
O A
M si a dA id s B
es n d a F Is r
n te
o
D W LA
O NO D POO
H T
CL
AL B OH
O T
M BL A P IA IN
O I PL T
E C O
P oob m in wh es
h t o b g it M si
P yr rf
l e po e
a il
A IA E
NM T D
POO
H TS
34
36. ME S S I TIKI
TAKA
E VE N WHE N HE ’S PAS S ING THE BALL, ME S S I
IS i FAS T th is w ay to p lay : p as s in g th e b all q u ic k ly. Fo o tb all w ith
Tik tak a te lls
c h o re o g rap h y.
36
37. ME S S I TIKI
TAKA
THANKS TO THE f50, YOU C AN
RE PLY TO ME S S I’S PAS S E S AS FAS T
Yo u gHE e DOE S .Le o . Yo u h ave five s e c o n d s to s e n d it b ac k to
AS e t th b all fro m
h im .
37
38. MOBILE APP
Manque le mot « chaine »
This is a "one chance passing game" that rewards only the most reactive.
Adidas launches the f-50 challenge, a passing game on a global scale.
An application, a football, thousands of players and only one winner.
This is the first time that an application that aims to be "disposable"
is created.
38
39. GAME ME C HANIC S
The game takes place in two stages:
1 STEP 1: LAUNCH OF BALLS
We organize a live session to explain how the game works the day before launch.
On D-day, 100 balls are sent around the world.
If I downloaded the application, I get a ball. I have 5 seconds to return it, otherwise I’m
removed from the game
2 STEP 2: THE FINAL
When there are only 20 players in the world, the rules change.
This time, they must pass the ball as soon as possible.
The winner gets a trip to Barcelona and meets Messi.
39
40. FILM – ME S S I C ALLS YOU
The film begins on a cut of an attack as a footballer.
Everything is very fast: we alternate POV and closeup shots of feet, crossing
over, feints, slow motion of the shoes. The grass spreads,
the player makes a quick pass.
The action stops.
Paneling of his shoes up on his head and then crash. Zoom out on Messi
that appears in full, the foot on the ball off. It turns more advanced cameras,
as if pointing the finger at different people saying "You, you, you, you."
Plan on ball of which Messi launches the first ball.
F-50 Challenge - Adidas Logo
40
41. RE TAIL
During Stage 1, the user has only one chance in the game
unless he reloads the application in an official Adidas store.
41
42. ME S S I TIKI
TAKA S CA
O IL WB
E M BL
OI E LCL
O A
M si a dA id s B
es n d a F
MS I
ES
C A LN E
H LE G
FM
IL
W R DM P
OL A
M BL A P IA IN
O I PL T
E C O
N T IA IN
O IC T
F O
Is r
n te
o
E T AL E
XR I F
P yr rf
l e po e
a il
LO E
O S C E KI
H C -N
SAE
HR WN
I
( as
p s)
42
44. ME S S I
FIGHT
THE ‘PIGGY IN THE MIDDLE ’ IS A C LAS S IC
FOOTBALL GAME
It’s ab o u t w it, s k ill an d fas t
th in k in g .
44
45. ME S S I
FIGHT
THANKS TO THE f50 YOU C AN NOW
FIGHT AGAINS T THE FAS TE S T AND
THE th MARTE k e e p
D o yo u S in k yo u c an S T an d p as s th e b all w h e n th e re ’s M e s s i c h as in g afte r
yo u ?
45
46. MOBILE APP
1 I install the application Messi Toro.
1.
2 My Smartphone screen in front of me, shows a back view of a footballer.
2.
3 I sync the application with my computer webcam.
3.
4 Messi appears on my computer screen with another football player behind him. They are on the
4.
same pitch as the footballer in my Smartphone.
5 I place my Smartphone in front of the computer screen.
5.
6 The footballer passes me the ball bypassing Messi. I move my Smartphone front of the screen
6.
depending on the direction of the ball. My footballer must catch the ball.
7 If I succeed, I make a pass behind Messi, avoiding that he intercepts the ball. Outsmart Messi.
7.
8 If Messi gets the ball, I lose. I can replay as many times as I want.
8.
46
47. RE TAIL
Setting up a giant screen in the store where you find the
footballer and Messi behind him on the ground.
By synchronizing the smartphone with the screen, customers
can play in multiplayer mode: they pass the ball quickly to
either their neighbors or the footballer of the screen, always
avoiding that Messi intercepts the ball.
47
48. ME S S I
FIGHTS CA
O IL WB
E M BL
OI E LCL
O A
M si a dA id s B
es n d a F
Is r
n te
o
D WLA
O NO D
CL
AL M L IL Y
UT A
P
GM
A E
M S I ST E
E SA H M BL A P IA IN
O I PL T
E C O
O P NN
PO ET Y u p yr
or l e
a
P yr rf
l e po e
a il
WN
I
SAE
HR
48
51. ME S S I PE RFORMANC E (i.e. NUMBE R OF
GOALS ) IS
INC REth e firs D artn e rTHEs sf50
Th e f50 is AS E t p BY o f M e i’s
g o als .
51
52. THANKS TO THE f50, YOU C AN C E LE BRATE WITH
ADIDAS
EuAC H TIME re q u ire sSyo uSto bORE S tive as
B t b e p re p are d , it ME S I C e as re ac
M e s s i.
52
53. MOBILE APP
The first e-shop mobile (web, mobile and real-life) that opens only if Messi scores a goal.
Messi is the top scorer in the history of FC Barcelona in official matches with 253 goals in 329
games, but also the best scorer in La Liga in a season with 50 goals in 2011-2012.
When Messi scores a goal this year, for 10 minutes after the shop which offers special, limited
edition Messi goodies opens.
Once the goal is scored, the products will be available with a special promotional code valid only
for 10 minutes. Once those 10 minutes past the code is cleared and it will be impossible to order
products.
On mobile, the virtual site is but one could imagine a pop-up store in Barcelona for instance.
If Messi does not score, the shop is closed by a flap and links to all adidas stores with a coupon
code.
53
54. RE TAIL
Real pop-up stores placed in capitals such as Barcelona open
for 20 minutes when Messi scores a goal.
54
55. T A KY U/ E C / A K / R CA / R Z / B IA O
H N O M R I D N E G A IS G A I O RG D
E
