With the World Cup on home territory, adidas made it their goal to demonstrate the real strength of their brand, in order to avoid the risk of not being recognised in the mass. Bigger, wider, newer and never done before was the aim for all Adidas World Cup communication to come. adidas didn´t merely want to be 'talk of the town' but 'talk of the world'. With the world´s biggest football fresco in the entrance hall of Cologne train station, a hub for supporters from all over the world, the need for souvenirs was obvious. Though we didn´t create football souvenirs but souvenirs like every major site has them. Cups, plates, candles, postcards etc., we had them all for the football fan to take back home for their loved ones.
Agency: TBWA\Berlin (180\TBWA), Germany.