There's No 'I' in Team

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Last month adidas kicked off what it calls its biggest-ever global football multimedia marketing effort, the 2006 FIFA World Cup campaign. According to agency 180 Amsterdam, the work "celebrates team spirit," with print and outdoor portraits of soccer stars like Michael Ballack, David Beckham, Ra£l Gonzales, Kak , Alessandro Nesta, Juan Rom n Riquelme and Zinedine Zidane. They're photographed by noted Brit portraitist Robert Wilson-who happens to be the son of former Arsenal star goalkeeper Bob Wilson-on what 180 calls backgrounds of "nationalistic colors," as they glare at the camera with their game faces on. But to get that teamwork vibe, the rest of the team appears, too-as small silhouettes. After all, " '+10' is about any player and his team," says 180 ECD Andy Fackrell. "Only when individuals work together within and for the team will they be able to achieve impossible results." The 180 team's outdoor work features some impossibly monstrous executions, including, for example, a 60-meter high billboard in Hamburg featuring German ubermensch Ballack.

Client: adidas Agency: 180 Amsterdam (180/TBWA) ECD: Andy Fackrell CWs: Lee Hempstock, Chris Landy AD: Dario Nucci Designer: Julian Wade Art Buyer: Maud Klarenbeek Photographer: Robert Wilson Print Producer: Marlon Lee Studio Artist: Kay Schalker

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