Global integrated campaign that signals the loud and proud first whistle for the adidas World Cup onslaught and their new pay-off: all in or nothing. The Samba Pack is four different coloured boots representing four styles of play inspired by the high energy and colour of Brazil. adidas Football's mission is to push the limits of the game forward, driving the performances of Messi, Dani Alves, Oscar dos Santos, Lucas Moura, Hernanes, Lavezzi, Cavani, Torres, Ozil and Bale. 

The campaign hero film moves high speed to the genre twisting beats of ghetto techno group Buraka Som Sistema as we see the Brazilian four, moving like you’ve never seen them before in preparation for 2014: It’s all in or nothing if you want to go all the way to World Cup level of play.


As well as the film, the campaign embraces retail, out of home and the adidas.com digital platform. The soundtrack, made especially for the film, is released by Buraka as their latest single and was available on SoundCloud as of launch day.

Agency: United State of Fans / TBWA
Role: Creative Director
Director: Paul Geusebroek
Team: Fabio Costa + Ben Hartman + Yacco Vijn + Kari Shaw + Enric Soldevila

We also developed a product porn site that shows the skills of each boot. You can only improve your game through hard work and consistent practice – going “all in”. Only through repetition can you improve. For this reason we used the gif effect in the digital experience to reflect the Samba Collection idea. These gifs appear above the boots and when you hover over them, they reveal their special benefits.