It's important that I aim the campaign towards people who are passionate about football as the campaign will create the most impact in this sport. Adidas want the target audience to be between 17-25 this will allow me to create a campaign that looks slick and stylish but also delivering a message that will make people think.
I will be using professional footballers that have had experiences in the past with discrimination this will help build the brand awareness but also keeping the core of adidas which is constantly observing what can be improved or even invented to support their needs.
Mario Ballotelli - I am a naturalised Italian, but I'm from Ghana. I suffer from racism every day. I am the first black to wear the jersey of Italy. I'm not angry, but my life experiences make me act differently from other people. Then, try to learn more about me before you criticise me. I feel Italian, only Italian, I love Italy and I will play only with an Italian shirt”
As the Majority of the high-quality footballer's photos are taken on a football pitch, I decided to pen tool them out of the image which was a long process, however, this something that adidas would do with any of there campaigns, if they're looking to stand out from the rest. The reason for cutting the players out of the football pitch, allows me to insert a photo that represents their country instead of the typical green grass pitch.
Examples of using the pen tool and the long progress.
The Final Image displays Ballotelli representing his country as can be seen in the background. I Felt the tagline in the bottom corner (#italyisequal) allows social media play a roll in advertising the campaign.
Now that I have completed one poster, it made it much easier for me to carry the style on with other countries and footballers as I know what type of images I am looking for. I began doing research into different locations that footballers came from as I wanted the campaign to be worldwide. it's also worthwhile for me to do a little bit of research into the location I am planning to place these posters and the types of people that would see them, as this could help influence the consumer.
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