ADIDAS PREDATOR 100% UNFAIR
Adidas challenged us to launch the Predator 20 football boots. With 406 spikes and more spin than ever before, it gives all who wears them an unfair advantage.
From this, our 100% UNFAIR global campaign was born.
With the help of some of adidas’ biggest football names such as David Beckham, Paul Pogba and Dele Alli, our campaign highlights this unfair advantage in big game moments, in training, even in FIFA.
A bespoke product film shows the unfair beauty of the demoskin technology®, featuring Paul Pogba and the Predator’s 406 spikes.
Predator2020 needed not only a strong concept, but a powerful, consistent visual identity in order to be successfully adapted to different markets around the world. Together with adidas’ Brand Design team, we developed the campaign’s visual expression