adidas has launched a social media campaign across Australia & New Zealand featuring brand ambassador Sonny Bill Williams. The ads are striking – but formulaic.
The campaign is called #leaveyourmark campaign and the blurb (out of Sydney) says: “It offers a rare insight into what motivates Sonny Bill and the dedication, commitment and resilience required to leave his mark and legacy on the world throughout his various achievements.”
For the campaign, adidas worked with Sydney PR shop We Are Social to create three branded content films focusing on how the sportsman achieves his goals.
The films were launched on Sonny’s social media channels and housed on the adidas Rugby YouTube channel, amplified with supporting content and teasers via adidas Australia, New Zealand, adidas rugby on Twitter, Facebook and Instagram.
“We’re very proud to sponsor Sonny and saw an opportunity to create a campaign that offers a rare insight into Sonny Bill the athlete and individual,” said adidas PR manager Elizabeth O’Neill. “Sonny inspires so many with his incredible drive and commitment to excel at everything he sets his mind to. We wanted to inspire his fans by celebrating such an incredible athlete determined to leave his mark on the world.”
See all three spots
- Determination: That’s it, screening at the top of the page.
- Resilience: target=”_blank”>
- Commitment: target=”_blank”>
“We’re very proud to sponsor Sonny and saw an opportunity to create a campaign that offers a rare insight into Sonny Bill the athlete and individual. Sonny inspires so many with his incredible drive and commitment to excel at everything he sets his mind to. We wanted to inspire his fans by celebrating such an incredible athlete determined to leave his mark on the world,” said adidas PR manager, Elizabeth O’Neill.
“The #leaveyourmark campaign is directly linked to adidas global brand beliefs, said We Are Social CD Oz Dean. “Just as adidas creates products that help athletes unlock their true potential, we wanted this campaign to do the same by showcasing Sonny’s inspirational will to succeed and giving people a platform to get involved in and feel like they belong.
“By asking “how do you #leaveyourmark”, Sonny would start a conversation in social around this identifier.”
Agency: We Are Social
Creative Director: Oz Dean
Senior Strategist: Luke Ryan
Account Director: Colin Fairley
Account Executive: Max Mills
Designer: Ray Phan
Head of Insights and Analytics: Michael Batistich
Production Company: Milk Money
Film co: Milkmoney (Sydney)
Director: Ethan McLean
Executive Producer: Matt Taylor
Producer: Charlotte O’Rourke
Sonar Music: Sound Mixing
Senior Sound Designer: Stuart St Vincent Welch
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