Adidas Launches The Quest

Adidas is launching “The Quest”, an interactive FIFA World Cup™ football advertising campaign, the culmination of a lead up started in the 2009 Spark campaign featuring footballers Zidane and Messi. The Quest campaign was released with a trailer and a painting at a press conference held at Adidas PR headquarters for the World Cup, Jo’bulani Central in Johannesburg. The Quest is the culmination of a long term campaign positioning the world’s best players and their skills as what ‘Every Team Needs’, setting up the question on everyone’s lips – “Who Will Lead Their Team To Victory?”. Football fans are placed firmly in the driving seat, invited 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. The campaign is online at and Facebook.

Adidas Quest Team

The Quest challenges fans from all over the world to sign up to a multi-platform digital innovation. A Live Graphic Novel will combine live action and animation in an interactive experience that reacts as the tournament unfolds. The adidas FIFA World Cup™ Match-Ups will encourage fans 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 valuable 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.

Adidas Quest Team

Levin Reyner, Director of adidas Global Football Communications comments “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!”

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 incredible 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.

Click on the image below to play the Fast vs. Fast video.


The Quest was developed at 180 Amsterdam by executive creative director Andy Fackrell, copywriter Peter Albores, senior art director Martin Terhart, design director Julian Wade, digital producer Peter Bassett, producer Joe Togneri, category director Matt Jennings, account director Feliciano Robayna and account manager Ben Cochrane.

Filming was shot by Ark Studio director Gary Shore with director of photography Dan Landin, Knucklehead executive producer Matthew Brown, Blinkink executive producer Bart Yates at Blink Productions, Ark Studios producer Michael Powell and Blinkink producer James Bretton.

Editors were Ben Jordan and Rachael Spann via Work Post, London.

Post production was done at Finish by Flame artists Jason Watts and Steve Murgatroyd, producers Fi Kilroe and Justine White.

Sound was mixed by Alex-Nicholls Lee and Nick Smith at Wave Studios Amsterdam with producer Monique Wichard.

Music was composed by Hazlitt (Helen White), and performed by Hazlitt with the Raven Quartet, Arista Hawkes (Guillemots), Dave Ferrett (The Brute Chorus) and Paul Clarvis on percussion.

Digital agency was RIOT.