180 Amsterdam realized a new campaign for adidas

Advertising, Digital & Media, Marketing, Media

180 Amsterdam launched a brand new football game, Danger Makers Legend, played through Facebook and that asks users to challenge their friends’ territory.

For the game, there was also launched a teaser made by London production company, Knucklehead, and directed by Christopher Hewitt.

The game starts on a special section on Adidas site . With the tag line “Fast Fuels Danger. Danger Makes Legend.”, the new online territorial game for adidas digs up old rivalries and pits UEFA Champion’s League cities against each other in a showdown of “Fast”. The challenge starts again with the launch of the brand new adidas game, celebrating the UEFA Champion’s League.

Danger Makes Legend is a map-based game, played online through social networks, that puts players “fast” skills to the test. Players have the choice of twelve European Champion’s League cities, including London, Madrid, Milan and Barcelona to start building their legend.

The game is launched by a live action teaser film with the same name, online on October 22nd, a rallying call to kick off the game. The film shows two players in an urban environment challenging each other over territory in order to be crowned a legend. The game and campaign were been created by 180 Amsterdam and the film is directed by Knucklehead’s Christopher Hewitt.

The idea of the game is to lay down a territorial challenge to other players online, by selecting your favourite football moves. The game merges video game with real life experience as real territory is conquered through a map-system similar to Google Maps.

Players join the game to challenge each other in one-on-one combat to prove who has the ‘fast’ skills needed to rule each city. The offensive player selects three offensive moves and the defender responds with three defensive moves. All moves are played out in video. Whoever wins, claims the other player’s territory.

As each player conquers new territory, they get recognized for their “fast” and danger in each city. The aim of the game is to reach 50 territories in order to challenge the city’s legend; for instance in Barcelona you can play against Lionel Messi, taking the fast skill duel to a higher level.

The game hooks into Facebook connect and allows you to challenge your friends – and foes – online. Your progress is charted and your trophies and badges won are displayed through the social feed and user wall on Facebook, spreading the game out online to recruit new players.

The “Danger Makes Legend” campaign for adidas International started on October 22nd. From the client, in the campaign was involved Mikael Karlsson – Digital Brand Marketing Football.

180 Amsterdam’s team involved in the campaign included Alan Moseley – Executive Creative Director, Edgard Guimaraes and Ed Ryder – Art Directors, Kako Méndez, Bryan Stewart and Betsy Decker – Copywriters, Matthew Steenburg – Digital Designer, Peter Bassett – Director of digital production, Colin Pueschner – Digital Producer, Joe Togneri – Content Producer, Jonathan Conaty – User Experience Director,Feliciano Robayna – Account Director, Daniel Prestes – Planner, Alison Haly – Project Manager, Kindra Shoemaker – Business Affairs Manager, Maria Perez – Art Buying, Julien Maingois and Rockland Bazemore – Editors. The film part was handled by Knucklehead, with Christopher Hewitt – Director, Darren Touhy – Producer, Ross McLennan – DOP. Sound studio was Wave Amsterdam/ Alex Nicholls Lee, Ben Lukas Boysen was the Music Composer, Alex Nicholls Lee and Wave Amsterdam handled the Sound Design. For Post Production, the work wasdone by  Finish Post & The Mill.

The online part was handled by Finish Post, with Paul Wright – Nuke & Photoshop, Tom Whitehead – Nuke, Judy Roberts – Flame, The Mill – Telecine, Aubrey Woodiwiss – Colourist and David J. Phillips – Telecine Producer.

The digital production company is Lightmaker, Pascal Haakmat is Project Owner and Dmitry Reshetov – Developer, while Vanity Stuurland was Technical Designer.