adidas Predator: Transfer Deadline Day
Creative Lead
Social Campaign
2023
To make adidas' new Predator Accuracy blow up on social we decided to hack Transfer Deadline Day.
A peak social-first moment in the football calendar and one synonymous with mis-information and inaccuracy.
On the morning of Jan 31st 2023 we started a rumour of a transfer in the adidas family. We tapped into the social culture and influential figures around Deadline Day: from footballer barbers, to photographers, to transfer specialists. We flooded the gossip mill with content that got people sharing, guessing and talking. The comments went OFF and DMs broke phones (sorry @leakedlineups). Importantly, on a day focussed on players and clubs we had everyone talking adidas.
Just before the close of the window we dropped the transfer announcement with Pedri and the face of Deadline Day Fabrizio Romano. Best of all we rewarded accuracy: for those who saw through the noise and Missed Nothing with CM clout and brand new Preds. Watch the reveal video
here.
