Adidas — Samba Pack

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We were approached by Hill & Knowlton Strategies to help Adidas launch their latest boots ahead of the 2014 Football World Cup. As a lead sponsor of the tournament, Adidas were keen to showcase their upcoming ‘Brazil Inspired’ footwear collection, known as the ‘Samba’ collection, to key journalists and influencers.

We took inspiration from the iconic colours and sounds of Brazilian Carnival. Our concept centred around using the humble paint can for our packaging, playing with the duality of the can as a vessel for colour and a rudimentary steel drum.

Our Samba Pack presented the four pairs of boots in individual bespoke steel paint cans, collectively housed within a wooden tray. When the lids were opened, the reflective interior of the cans enhanced the vibrant boot colours and looked like glowing paint pots. Each boot was tied, using its own laces, to coloured transparent acrylic stands which, when removed from the can, allowed the boot to be viewed from all angles. The utilitarian nature of the paint cans and wooden tray further contrasted with the colour, technology and excitement of the new collection. 25 Deluxe kits also housed digital tablets containing key campaign imagery and a striking launch video created by director Paul Geusebroek.