Talk about the art of sport - adidas and Amsterdam agency 180 are making it happen big time in the "Impact," campaign, for rugby, no less. As 180 CD Peter McHugh, explains, "We got all the big, hulking, brutish stars of New Zealand All Blacks together, covered them with acrylic paint and had them hit canvas-wrapped tackle bags." These signed "self-portraits" have now become a traveling art exhibit, "Impact: The Art of Rugby," breaking first in Dublin before heading to New Zealand and elsewhere. In addition, there's a coffee table book, a calendar, postcards and seven TV spots based around behind-the-scenes footage of the works in progress. For the print/outdoor, the "splat images," as McHugh calls them, were combined with photography to create a 13-execution poster campaign, as well as bus wraps and the like. Usage is determined on a country-by-country basis; highlights include a "takeover" of the Oxford St. tube stop in London, and a 30-man team self-portrait that is going to be an art installation in Auckland Airport. All told, "it's an interesting, alternative, not-copying-BMW-films way of engaging consumers," says McHugh. As if that weren't enough, for the FIFA Women's World Cup, Lance Acord directed a China/U.S. rivalry :60, "a sort of 'Crouching Tiger/Hidden Chinese Women's Soccer Team' execution,' " says McHugh, in which the Chinese team shows off by doing dazzling martial arts exercises with soccer balls. Driven in part by great sound design, with loads of sultry sneering, it's somehow almost as sexy as Brandi Chastain posing in a sports bra.
Client: adidas Agency: 180, Amsterdam [Rugby World Cup] ECD: Peter McHugh AD: Stuart Brown CWs: Peter McHugh, Giles Montgomery, Brad Roseberry, Richard Bullock Editor: Lise Lavallee , Fiona Groothuis/180 Editorial [FIFA Women's World Cup 2003] ECD: Peter McHugh CD/AD/CW: Andy Fackrell Agency Producer: Sid Daffarn Director: Lance Acord/Park Pictures Editor: Paul Watts/The Quarry, London Effects: Duncan Horn, Vaclav Cizkofsky/Glassworks, London