Adidas: Take the Stage
Adidas has released this simple but striking campaign as part of its Olympic advertising. Based around the tagline Take the Stage, it features photographic portraits of top British athletes...
The campaign, which is created by Sid Lee, so far consists of a series of posters and films. The first set of posters (one shown above) has been visible around London for a little while now, and features just the tagline. A second set was released this week, and are shown below: these expand on the idea, featuring individual messages such as 'Take the Crown', 'Take the Pressure' etc.
A TV spot, shown below, continues the theme, and is accompanied by a series of shorter films on the individual athletes. There will also be further elements to the campaign released in the coming weeks.
Agency: Sid Lee
ECD: Kris Manchester
Creatives: Dan Brooks, Dan Chandler
Designer: Richard Hooker
Photographer: Dean Rogers
Art buyer: Bianca Anton
Production company (Stills): 24 Productions
Director (TV): Isaiah Seret
Production company (TV): Jimmy Lee/Prettybird
CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month. Try a free sample issue here
CR in Print
The July issue of Creative Review features a piece exploring the past and future of the dingbat. Plus a look at the potential of paper electronics and printed apps, how a new generation of documentary filmmakers is making use of the web, current logo trends, a review of MoMA New York's group show on art and type, thoughts on how design may help save Greece and much more. Also, in Monograph this month we showcase a host of rejected design work put together by two Kingston students.
Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878 to buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.
I like the simplicity of the posters, and the photography.
The photography really brings these together. Nice work Dean.
Just a thought, do you think it compromises the meaning of the sponsorship when the brand is German?
Lovely photography though, beautifully simple message too.
Agreed, really stunning photography.
A striking lesson in Less is More. Notice how few elements are used and how much white space there is. The hierarchy is so clear enabling the viewer to take in all the information very quickly, which as a bonus, gives you plenty of time just to take in the wonderful photography. It would be very hard not to notice these.
Very true about less is more... it almost always applies
Very impressive and unique
This series is the best of all the Olympic ads I've seen so far. It sums up British culture, life, hopes and aspirations brilliantly without being overly schmaltzy but, most of all, it sums up the spirit of the modern Olympics. Not all realise that the games were revived just over a century ago as a counter to the threat of a world war and its economic powermongering. The games were revived so that young people would be connected through healthy competitive sport rather than at the battlefront. This ad series hammers home the Olympic spirit in a sensitive, moving and, at times, witty manner. You did the athletes and us proud. Good on you guys!
very nice campaign. lovin that typeface
I agree with all the comments regarding less is more. I think it works particularly well in these posters because the awesomeness of the athletes' bodies themselves are intrinsic enough to add detail without meaning to.
Pure focus is given to them individually as subject matter for each poster with the backgrounds blurred and brightened. Visually it makes the admirer feel the intensity that the athletes express in their faces. The sweat and water of Daley and Louis almost makes you want to perspire to share that moment of focus with them. Looking at each of their eyes you can see that each of them is visualising their win, a focus the entire country shared during the Olympics.
I'm a big fan of these images not only because of the patriotism but because of the well composed images evoking intense feelings, a shared passion to win. I also love how Adidas is not so in your face with their branding. A method of sportswear advertising that should be carried across the board don't you think?
I've been enjoying this campaign from the very beginning in print & on screen. love that typeface, anyone know what it is?!
I certainly agree with the less is more concept! This just goes to show how a world renowned brand can utilise simple advertising in an incredibly effective and striking way! Advertising doesn't have to be busy, it just needs to hit the point and get the message across!
The Typography is the part that impresses me the most about this. Adidas are at the top of their game (no pun intended!) with this.
|Designing for The Imitation Game (8)|
|Ads of the Week (1)|
|The Type Taster: How fonts influence you (5)|
|Accept & Proceed creates pattern based on rider data for Rapha's Pro Team collection (20)|
|World Press Photo 2015 (1)|
|How Fredrik Bond achieved an 'epic strut' for Moneysupermarket.com|
|Recovering the Doves Type|
|Magnificent Obsessions at the Barbican|
|How to paint with Lego|
|Ghostbusters and the 'no ghost' logo|