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…

adidas_new_small_0.jpg - Adidas: Take the Stage - 4519

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


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  • I like the simplicity of the posters, and the photography.

  • The photography really brings these together. Nice work Dean.

  • Steve

    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

  • Michele richardson

    Very impressive and unique

  • brilliant!

  • Caroline Lwin

    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!

  • renee

    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?

  • peteherb

    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!

  • Bulldog

    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.