Adidas wanted to celebrate Frank Lampard becoming Cheslea’s highest ever goal scorer.
Our brief was to bring this to life in an unexpected and memorable way and to deliver the idea as soon as he broke the record.
The response was to create an installation which placed one Adidas ball on the pitch for every goal he had ever scored for Chelsea, with each ball placed in the exact position from which he had struck it to score.
What we Made
We worked on the creative development of the installation and managed the entire production of the experience.
This was a project where secrecy, uncertainty, preparation, planning, speed were both key factors and challenges.
Secrecy – The reveal had to be a complete surprise to Frank.
Uncertainty & Preparation – Whilst he was close to becoming the club’s all-time highest goal scorer, we didn’t know exactly when (or even if) he would actually break the record. This meant that fixing a date for the experience was impossible but that the team had to be ready to deliver the idea within 24 hours of Frank breaking the record.
Planning, Speed & Precision – Access to the club grounds and pitch was highly restricted to the window of time in with the pitch was unused. We knew we had to get in, set up the installation, film Frank and then clear the pitch in record time and a dress rehearsal on the grounds was not an option.
Our solution to these logistical challenges was to design the entire installation in a computer environment and then virtually test and rehearse the entire installation process to ensure it could be done quickly whilst adhering to the rigorous rules of the club.
As soon as Frank broke the record, the team went to work, setting up the installation, filming Frank exploring it and then clearing the pitch in time for training. A project where an agile and highly capable production team made the all the difference and ensured it went without a hitch.
The experience generated £750,000 worth of press coverage around the world. 1.7 Milliion reach on Twitter. press around the world and while the content was all about Frank reliving key goals and moments in his career at Chelsea, the idea ensured that the brand was present in every shot.
“Watch the campaign evaluation film”
What we Did: Creative Direction, Production, Project Management, Filming, Post-Production
Agency:Outside Line/Saatchi & Saatchi