"The whole +10 concept came about because in the European championships, Greece won and there were no stars. They won because they had good teamwork, so we put it together based on the strategy that our competitor is all about individuals and tricks, so if Greece can win the championship, then we can get teams together from anywhere to win for their countries. It's +10, it's not just about you." The spots are actually the second phase of the +10 campaign, the first being a round of print advertising that foreshadowed the stars' arrivals and the third being spots shot by Ivan Zacharias which will air in April. "It's the biggest campaign that adidas has done in their history," says Fackrell. "There are events as well—we had one where 65,000 kids turned up in Mexico City to play with the stars and they'll continue up until the World Cup in June." The World Cup this year, coincides with the Cannes International Advertising Festival, where adidas has been named Advertiser of the Year.