The brief for the 2010 World Cup campaign was to create a global platform to show that adidas not just understands the importance of the team as the key to every success in football, but to go deeper. What are the different talents that turn a football team into a great football team?

Our Idea was to tell the story of Zinedine Zidanes journey towards the 2010 World Cup. This football legend would travel the globe to find the worlds best players for his team. 

Launched in the Champions league final 2009, Zidanes first trip lead him to Argentina to meet The Spark. Brought to life by Rupert Sanders.

Told in the style of a graphic novel, each chapter of his journey highlights another player, his special talent and of course his adidas boot. Over the course of a year we introduced the different player types in TV Spots, print, online, a classic graphic novel and finally brought them together in the EA FIFA 2010 game.