adam&eveDDB is working with the biggest brands in tech, sport and gaming to launch a groundbreaking innovation. adidas GMR (pronounced Gamer) is a smart insole that tracks your … read morereal world football skills and uses that data to improve your team in EA Sports FIFA Mobile – the better you get on the football field, the better your players become in FIFA Mobile. Utilising Google Jacquard technology, the insole tracks footballers' speed, distance, shot power and passes. The data collected by the insole is then synced directly to the user's FIFA Mobile team. Collaborating with adam&eveDDB, adidas secretly hid the GMR insole inside football boots in the days running up to the tech’s official release on March 10th. An online film, promoted by some of football’s biggest names, documents the high tech insoles being ‘smuggled’ into boots, before being hidden in stores around the world for gamers and footballers to find and sent to unknowing influencers. The launch film featuring Paulo Dybala, also created by adam&eveDDB, sees two people battling it out for the best team rating on FIFA Mobile, which is played by 300 million people worldwide, by competing in a series of gritty real-world challenges to prove their skill. The film is being followed by a product demo film and a series of ‘skills videos’ explaining how the product works and what it tracks. As well as creating the launch strategy and content for GMR, adam&eveDDB collaborated on certain elements of its development: packaging, in-game functions, visuals and branding.
read less...
