ADIDAS | WAKE UP CALL | 2004
2004: A Morning No One Knew Yet / ADIDAS "WAKE UP CALL"
2004. The year Adidas was shaking up the world with "Impossible Is Nothing," another wake-up call quietly came out of 180 Amsterdam. Its title: "WAKE UP CALL." I think it really was an ad meant to wake something up.
The problem
Adidas was on the offensive in 2004. To win back ground lost to Nike in the American market, the company made its biggest advertising investment ever, 50 million dollars, and rolled out the "Impossible Is Nothing" campaign worldwide. That same year, with Euro 2004 happening, soccer-related campaigns were being launched one after another. 180 Amsterdam was the agency at the heart of it all.
What happened
Records show it won a Gold. I couldn't confirm which award exactly, but there's no doubt it was properly recognized as a piece of Adidas work done by 180 Amsterdam in 2004.
Afterthought
Ten years later, in 2014, the same title, "The Wake Up Call," showed up again, this time as a flashy campaign for the World Cup. Maybe the 2004 version planted a seed that grew into a big tree over those ten years. I couldn't confirm the details, but just the title alone makes you feel the history. The words "wake up" seem to carry power in any era.
Awards
- Cannes Lions Gold 2004
