Adidas The Quest wants you to lead your team to victory

Adidas The Quest

Football icon and two times FIFA World Cup champion, Franz Beckenbauer launched The Quest the 8th of June. It is adidas’ new interactive FIFA World Cup football campaign, announced during a press conference and photo call at the official opening of the adidas PR Headquarters, in Jo’bulani Central in Johannesburg.
Beckenbauer, unveiled an exclusive painting by the adidas African artist team which features 32 players from the 32 federations playing at the FIFA World Cup™ and signals the start of adidas’ activities in South Africa.

The Quest is the culmination of a long term campaign positioning the world’s best players and their skills as what ‘Every Team Needs’, created by 180 Amsterdam/RIOT. The campaign sets up the question on everyone’s lips – “Who Will Lead Their Team To Victory?” and puts football fans firmly in the driving seat by inviting them to engage, interact and converse with other fans from all over the world and the world’s biggest football brand during the world’s biggest sporting event. It features 32 players from all 32 federations playing at the 2010 FIFA World Cup.

The soccer-star studded film is created in the style of a movie trailer, and it kicks off The Quest which challenges fans from all over the world to sign up to a "multi-platform digital innovation". Let me explain: Highlights include a Live Graphic Novel that combines live action and animation in an interactive experience that reacts as the tournament unfolds. And the adidas FIFA World Cup Match-Ups in which fans are encouraged to participate and set up head to heads with 32 players from 32 countries and make their predictions on which player or team will win. Accurate predictions and social interactions with other fans on can earn participants reward points with the opportunity to win unique awards and prizes such as adidas gear signed by their favourite player or Official FIFA World Cup Jabulani match balls. The game is pretty simple, you pick a player and weigh up his chances against opposing players leading their team. If he scores in the actual tournament you'll receive points for it, and you can change your predictions as the tournament happens.

Levin Reyner, Director of adidas Global Football Communications says:

“The 2010 FIFA World Cup is the greatest football event on the planet and the perfect platform for us to launch our new campaign which enables consumers worldwide to interact with each other and engage in the tournament like never before. Our previous campaigns only highlighted certain players and teams, ‘The Quest’ incorporates players from every team - something never done before!”

As well as the new multi-platform digital innovation, Jo’bulani Central will host the adidas FIFA World Cup artist team who will create the Live Quest. The group of African artists will capture those moments on the pitch that make history – a wonder goal, a penalty shoot out, pure elation, the pain of defeat, individual brilliance or team effort – these moments will be interpreted into daily paintings and form the Live Quest. The paintings will then be auctioned via e-bay throughout the tournament with proceeds going to the Nelson Mandela 46664 Foundation.

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.