Project Brief:
Nielsen has reported that earned media makes Facebook users more likely to notice ads, absorb their content and make purchases.  This uptick in purchasing influence is why adidas and Isobar turned to Facebook for a pre-launch, awareness-building campaign to introduce its adiZero 5-Star football cleat. The campaign features a series of videos targeted at the teenage male market that leverages the elements of humor, celebrity and entertainment to get the message across that the adiZero 5-Star football cleat is the lightest football cleat on the market, and that “light = fast.”

adiZero 5-Star LIGHT MAKES FAST:  Making Faster Pants

The videos feature Coach Light (Eric Berry, safety for the Kansas City Chiefs) and Coach Fast (CJ Spiller, running back for the Buffalo Bills) “lightening up” football equipment – in an extreme way – to illustrate that light equates to fast.

adiZero 5-Star LIGHT MAKES FAST:  Making Faster Shoulder Pads

Throughout the series, the coaches slice a helmet in half with a samurai sword, shred football pants with a wood chipper and trim down a pair of shoulder pads with a chain saw. The end of each video illustrates the idea of “light equals fast” by showing a scale with the adiZero 5 Star cleat on one side and a piece of trimmed football equipment on the other, demonstrating the cleat’s extreme lightness.

adiZero 5-Star LIGHT MAKES FAST:  Making Faster Helmets