Adidas sponsorship of the 2012 Olympics is promoted in “Take The Stage”, an integrated campaign including television, out-of-home and digital formats, focusing on the Team GB athletes. The Take The Stage initiative was aimed at giving 32 youths the chance to collaborate with some of the most successful people in their field.
British rapper Wretch 32 provides the soundtrack for a video featuring Team GB athletes Victoria Pendleton, Louis Smith and Tom Daley, David Beckham and sporting hero Daley Thompson. Cameo appearances include comedian Keith Lemon, musician Example and cricketer Kevin Pietersen. Click on the image below to play the Take The Stage video in YouTube (HD)
Phillips Idowu, Louis Smith, Jess Ennis, Tom Daley star ask the question, “What Will You Take?” Click on the image below to play the What Will You Take video in YouTube (HD)
Triple Jumper Phillips Idowu takes the stage. Click on the image below to play the video in YouTube (HD)
Gymnast Louis Smith takes the stage. Click on the image below to play the video in YouTube (HD)
Track and field athlete Jessica Ennis takes the stage. Click on the image below to play the video in YouTube (HD)
Diver Tom Daley takes the stage. Click on the image below to play the video in YouTube (HD)
The adidas olympic #takethestage Facebook app, apps.facebook.com/adidastakethestage, invited users to create their own campaign image. The app pulls in the users Facebook albums and images and allows them to crop and place their chosen image alongside adidas and Team GB athletes Jess Ennis and Phillips Idowu. Prompted by the ‘what will you take _____?’ question, the user can add and share their own mantra in the app’s gallery and with friends.
The Take The Stage campaign was developed at Sid Lee by executive creative director Kris Manchester, copywriter Dan Brooks, art director Dan Chandler, producer Catherine Dumas, designer Richard Hooker, art buyer Bianca Anton, planners Justin Kingsley, Jared Folkmann and Matt Boffey, account director Paul Fitzgerald, working with Adidas head of communications Barry Moore, head of style brand marketing Donna Beellamy.
Filming for the Take The Stage (Wretch 32) spot was shot by directing collective Canada via Partizan, with executive producer David Stewart, producer Bonnie Anthony, editors Luis Cervero and Marc-Antoine Croteau. Post production was done at The Mill, London, by VFX producers Matt Williams and Rachael Trillo, VFX shoot supervisor Alvin Cruz, 2D lead artist Alvin Cruz, 3D lead artist Liz Mitchell, 2D artist Chris Scott, matte painter Antoine Birot, colourist Aubrey Woodiwiss and lead after effects artist Shaun Leong-Williams.
Filming for the Athlete videos was shot by director Isaiah Seret at Jimmy Lee/Prettybird with director of photography Ross McLennan, executive producers Ali Brown and Juliette Larthe, producer Ben Sullivan, assistant director Jay Arthur, art director Lou Corcoran, editor James Rose at Final Cut, VFX supervisor Gary Brown at Munky, colorist Steffan Perry at Framestore, voiceover by Ashley Walters and music by Sebastian.
Audio post production was done at Boogie Studio, Montreal.
Photography by Dean Rogers was produced at 24 Productions.
The Facebook app (I/UX, creative direction and design) was developed at Knight Studios.
Media was handle at Carat by media planners Michael Rhodes, Mike Roberts, Rory Morrin.