Adidas decided to leverage the power of digital platforms and social media to launch a video starring Zidane, a French footballing icon. The video, which was a rousing cry to midfielders, was designed to inspire others and show that creativity can take one from humble beginnings to the world stage. Each film in the World Cup series was tagged 'Here To Create', reinforcing Adidas' proposition that 'Creativity is the answer'. The video was released the day before France secured its place in the final of the FIFA World Cup, making it even more poignant and relevant as the world watched the nation being crowned champions a few days later. The strategy was a blend of timely content, celebrity endorsement, and the power of digital platforms.
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