The 2014 Brazil World Cup was one of the most unpredictable on record. World champions Spain didn’t make it through group stage, Germany won 7-1 against hosts Brazil and England scored just goals.
Sponsorship activity is based on strategy and creativity, but there will always be things that no brand can predict.
Who would have imagined that Uruguay striker Luis Suárez, who featured prominently in Adidas and Fitch’s World Cup campaign, would have taken a bite out of Italian defender Giorgio Chiellini?
The creative serendipity here is that the Adidas campaign shows a toothy Suárez roaring at the camera with Adidas Battle Pack patterns projected on his face. This is the image that then went viral.
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