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Adidas: Nitrocharge your game

DDB & Tribal Amsterdam x Adidas

DDB & Tribal Amsterdam x Adidas

Adidas: Nitrocharge your game

Leveraging the latest web technologies, Nitrocharge Your Game establishes a one-to-one connection between an action-packed desktop experience and your mobile phone. Using the smartphone as a touchscreen controller, the website lets you score points in an interactive film to vet whether you’re “a true Engine” – the relentless type of player that has inspired the design of the Nitrocharge football boot, which went on to become the fast-selling Adidas boot in history.

For the last two years Adidas and Opta have worked behind the scenes to identify a new species of footballer, called "The Engine". DDB & Tribal were recruited to come up with a campaign that could match this fundamental all-rounder displaying relentless energy from the first minute to the final whistle. As a game changer when it comes to contemporary football, we felt that the corresponding Nitrocharge campaign had to incorporate enough innovation to change the digital game, too. MediaMonks devised a high-end product site powered by an interactive film and gesture-based gameplay, allowing for an intuitive and instinctive experience that asks players to prove themselves as the engine of the team.

For the last two years Adidas and sports data company Opta have worked behind the scenes to identify a new species of footballer called “The Engine”. DDB & Tribal were recruited to come up with Nitrocharge: a campaign that could represent the relentless energy displayed by this fundamental all-round player. As a game changer when it comes to contemporary football, we felt that the campaign had to incorporate enough innovation to change the digital game, too. MediaMonks devised a high-end product site powered by an interactive film with gesture-based gameplay, allowing for an instinctive experience that asks players to prove themselves as the engine of the team.

Aside from technical implementation, MediaMonks also staged a football match in order to capture a series of hyperreal 1000 FPS shots which are used in the interactive scenes where players are challenged to power up the engine. Finally, employing our digital endurance to push the production one stage further, the campaign was created to live across two screens, as mobile connects to augment the desktop experience, and gesture-based gameplay allow users to control and influence the interactive scenes from the touchscreens of their phones.

Adidas: Nitrocharge your game

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