When the whistle blows for Euro 2024, the entire European continent will boil into a sea of football, not to mention the passion and sweat on the green field, and the off-field competition is also exciting, staging a brand war without gunpowder.
In this eyeball competition, major brands have shown their talents, and Adidas, the fashion veteran of the sports industry, has clearly played a new trick.
Recently, Adidas teamed up with German goalkeeper Manuel Neuer to advertise in a subway station in Germany. In a Munich metro station, Neuer has a determined look in his eyes and his arms outstretched, as if to say: "No one can pass through here".
Judging from the picture, Manuel Neuer, a footballer from Bayern Munich Football Club and known as "the second goalkeeper in European football to play in eight major tournaments", interprets Adidas' new slogan "You got this" (You got this) with the gesture of "Bayern goalkeeper".
Imagine you're walking through Munich's Konzerthausplatz metro station and you're about to dive into the excitement of this football extravaganza, when suddenly, with a whoosh, it's not the ball that goes into the net, but the creative Adidas ad that goes straight into your favorite ball zone.
This "combined" poster gives passengers a full sense of immersion, as if substituting the perspective of the ball, and feeling the great pressure of Neuer's large defensive range and good at pounce.
This is not as simple as an ordinary poster, it is a perfect marriage of vision and space, it is not enough to open the bow left and right, and there must be a "hat trick" above, showing what it means to be "one husband is a pass, ten thousand people are not open".
Walking into the passage, it is like being gently embraced by Neuer's pair of "safety net" arms, but don't get too close, otherwise you will find that Neuer's face will quietly deform with your steps, from a "door god" to a "long-faced laughing star" in seconds.
However, Xiaohu also went to search, and there are many similar ideas used by Adidas, all of which are used as advertising spokespersons in the future.
For example, during Euro 2008, the 60-meter-tall Petr Cech appeared next to the Pratt Ferris wheel in Vienna, showing the goalkeeper's basic skills and defensive ability intuitively and vividly in a "thousand-armed Guanyin" way.
In the 2006 World Cup, Oliver Kahn, who was also a famous German goalkeeper, showed a brilliant gesture on the motorway of Munich. There are both front and back, and it's quite three-dimensional.
There are actually quite a few such visually striking outdoor ideas. McDonald's is a veteran player in this regard.
For example, McDonald's in Saudi Arabia used to use the starry sky to make posters, including hamburgers and fries...
There is also McCafe on the streets of Germany, which was originally just two huge coffee posters.
However, under the smoke created by the steam engine, the static image presents a realistic dynamic effect, and it is as if you smell the aroma of coffee.
The key is the lifelike smoke effect, as if this cup is hot and alive, crying and beating workers.
Nike's "Through the Wall" ad spans two buildings: the first has a notched figure of a person running on the wall, and the second has a figure of a person actually running in Nike shoes. It feels as if this person is passing through a wall.
A creative outdoor poster made by the gym, around a construction site, grafted the line of the large crane into the line pulled by the muscular hunk in the poster when he was exercising, that is, the dead poster made an interactive feeling with the surrounding environment, which was very interesting.
In this poster design of the facial cleanser, there is a person who specializes in helping you clean your pores, and with the translucent blue color of the sky, the white pores are clearly visible.
The outdoor poster of chili sauce is so spicy that it can burn the cloth of the billboard...
Kidney Bao's outdoor advertisement, halfway through the advertisement, I started to get tired... And then there's a poster that looks like it's not finished, and it's very vivid.
A large billboard in front of the East Exit Plaza of Shinjuku Station in Tokyo, Japan, depicts a giant cat using glasses-free 3D technology.
The fun soul behind creative advertising
The emergence of these advertisements not only enriches the cityscape, but also enhances the brand image, and they prove that good advertising is not just about selling a product, but also about creating an experience, a cultural symbol that is shared with consumers. In this way, brands are better able to integrate into people's lives and become a part of their daily lives.
Just like the above Nike's "through the wall" move and the creative fusion of the gym, it further proves that when creativity and the environment are cleverly combined, static images can also jump out, vividly interpreting the brand spirit. These ads transcend two-dimensional confines to create immersive experiences that impress people by inadvertently encountering brands in their daily lives.
All in all, these creative advertising strategies, through their unique visual language and interactive design, not only successfully captured the public's attention, but more importantly, they sparked emotional resonance and made the brand message deeply rooted in people's hearts.
In this era of information explosion, such interesting ideas are undoubtedly the key to the brand's differentiation. It has brought consumers a double feast of vision and soul, showing the infinite charm of advertising as a form of modern cultural expression.