Eden of sports
International campaign
Agency 180 Communications Amsterdam
Role Art direction
adidas wanted to launch a new campaign to coincide with the 2000 Games in Sydney – focusing on – back then – their new tag line "Forever Sport". The art directional challenge was to create a combined ATL and BTL campaign featuring as many athletes as possible, customisable by each market and country, while illustrating the concept "Eden of sports". The campaign portrays adidas athletes performing their individual sports but regrouped in one oneiric shot – a surreal lush environment with a similar pictorial approach as in a Bosch's painting. Below are the tactical print executions. This campaign ended up being the most successful internally for retail.
Oh! David Douillet (judo) & Laura Flessel (fencing) were appointed French Minister of Sports in 2012 & 2017.
