adidas "Impact"

How do you establish adidas as a genuine player in the rugby category at the Rugby World Cup? Well, you have to show that you get it, that you know what it feels like to play rugby. This fully integrated campaign started with a print brief and ended with art pieces stored in the Louvre, social content, front pages of national newspapers, complaints from tube drivers about flash photography and countless awards around the world including a first ever Grand Prix for a 'print and outdoor' campaign. Oh, and it had everybody talking about adidas and rugby.

Patrick Burgoyne, editor of Creative Review:
"It was that rare thing in advertising - a generally original concept that perfectly matched the brand and really connected with consumers. A campaign with real impact, you might say."