TBWA\Chiat\Day have launched the “All In Or Nothing” World Cup campaign for Adidas — the biggest in the company’s history, according to The Guardian — with a spot starring superstar Lionel Messi and featuring a previously unreleased track from ubiquitous narcissist (and latest Kim Kardashian husband) Kanye West called “God Level.”
The 60-second spot, entitled “The Dream,” takes a look inside the dreams of the Argentinian forward. In a rapid-pace montage, we see in-game footage of Messi (among other stars) interspersed with practice/workout scenes and some more surreal elements (such as German star Bastian Schweinsteiger practicing in a very Game of Thrones-esque frozen forest). Director Fernando Meirelles (City of God) builds towards a mood of anxious anticipation, undoubtedly echoing the feelings of Messi and other World Cup athletes who know that nothing less than perfection will give their team a chance at the Cup. At its conclusion, the spot asks viewers to choose between “all in” or “nothing” with corresponding landing sites.
“Giving anything less than everything will not win the World Cup,”global brand marketing director for Adidas football Tom Ramsden told The Guardian. “We are incredibly proud of this film and the entire ‘all in or nothing’ campaign.”
The Adidas campaign comes considerably later than rival Nike’s World Cup campaign from W+K, which we covered last month. The brand announced a tie-in with rapper Kanye West back in December, but kept the details of the collaboration a secret until the campaign’s launch. Stick around for credits after the jump.
Credits:
TBWA\Chiat\Day
Chief Creative Officer: John Norman
Exec. Creative Director: Fabio Costa
Creative Director: Linda Knight
Creative Director: John Figone
Ass. Creative Director: Mariota Essery
Executive Producer: Guia Iacomin
Assistant Producer: Joseph Haldeman
Managing Director: Laurent Janneau
Global Account Director: David Barton
Project Manager: Noreen Masih
Account Director (Amsterdam): Laura Glendinning
Group Planning Director: Scott MacMaster
Planning Director: Martin Ramos
Director of Business Affairs: Linda Daubson
Senior Business Affairs Manager: Mimi Hirsch
Production Company: 02 Films
Director: Fernando Meirelles
Director: Cassiano Prada
Producer: Luiz Braga
DOP: Andrea Faccioli
Sound Design: Stimmung
Sound Designer: Gus Koven
Executive Producer: Ceinwyn Clark
Mix: PLAY
Mixer: John
Producer:Lauren
Music: Kanye West
Post Production : The Whitehouse
Editor: Brandon Porter
Producer: Joanna Manning
VFX – MPC
VFX Supervisor/Creative Director: Paul O’Shea
Exec. Producer: Elexis Stearn
VFX Producers: Kait Boehm, Nicole Fina
Color Grade: Mark Gethin