adidas, one of FIFA's official partners, has rolled out its campaign for the U-17 World Cup that kicks off in India on 6 October.
The campaign consists of a film conceptualised by Cheil WW India.
The film has been shot across India and shows preparations that the youth make before setting out on the pitch. It ends with a group of youngsters making their way into a stadium as the voice over says, "This is where it begins. It's your time to write a new story. It's your time to create the future. It's your time to create history."
Sean van Wyk, senior marketing director, adidas India, said, “The football creator is obsessed. His appetite to play and consume football across platforms is unrelenting. Our campaign aims to capture the emotion and intensity behind every young player and inspire them to take their rightful position on the world stage. It’s their story, their sweat, to emerge as the best which is the essence of our campaign. adidas has been at the forefront of the game across the world and with India being the host nation for the 2017 FIFA U-17 World Cup, we want to inspire the Indian youth to create their own future.”
Aneesh Jaisinghani, group creative director, Cheil WW India, said, “It is for the first time that FIFA U-17 World Cup is taking place in India and we wanted to take this opportunity to inspire the youth to see football as their prospective future. For this, we opted for a slow paced execution that romanticized the rituals, the passion and the obsession of these young footballers irrespective of what level of football or where they play. This campaign is yet another step towards achieving adidas’ mission of encouraging a culture of sports in India. We hope to see it becoming an anthem soon.”
The campaign broke on 3 October 2017.
Client: adidas India
Creative agency: Cheil WW India
Creative team: Aneesh Jaisinghani, Sagar Mahabaleshwarkar, Kumar Saurabh, Ashish Kumar,
Planning team : Kunal Roy, Arif Khan
Integrated servicing team: Abhishek Sen, Vaibhav Bisht, Dibyendu Mishra, Ritesh Agarwal, Sanjeev Jasani and Kundan Joshee
Production: The DZU
Director: Daniel Upputuru
Producers: Amir Uzefaa