« Unfollow » Lionel Messi, le nouveau film d’adidas football

Suite au lancement de la campagne « Create Your Own Game », adidas dévoile un nouveau film, cette fois-ci autour de sa star, Lionel Messi, visant à inspirer les créateurs et surtout à les défier « d’arrêter de suivre » Messi.

« Unfollow » est un nouveau film de 60 secondes réalisé par adidas qui s’appuie donc sur le lancement de la récente campagne « Create Your Own Game » (« Crée ton propre jeu ») dévoilée le 6 août dernier. Dans ce précédent film, adidas encourageait les athlètes à considérer leurs idoles sous un nouveau jour en les exhortant à tracer leur propre voie – la prochaine génération de créateurs – et à se démarquer de leurs héros. Nommé quatre fois Ballon d’Or, le légendaire Leo Messi est adulé et suivi par les fans du monde entier et fait l’objet d’éloges continus, de vidéos à son honneur sur les réseaux sociaux, compilant ses meilleures actions. Mais le jeu a changé et ce film illustre avec brio le défi que la nouvelle génération de créateurs doit relever. Pour eux, Messi ne doit plus être un héros : il doit être leur concurrent.


« Unfollow », le dernier épisode de Sport15, illustre les nouvelles méthodes de communication du groupe adidas. Dans un monde principalement composé de suiveurs, adidas s’adresse à ceux qui seront assez courageux pour tenter de se démarquer, et inscrit cette philosophie dans l’univers du foot à 5, propice à la « re-définition » des règles et à la création de nouveaux gestes.

Suite à cette publicité, et si adidas poussait sa campagne jusqu’au bout et inviter ses fans à véritablement « unfollow » ses stars sur les réseaux sociaux ?

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