From EASYdoesit, Drunken Masters and Gringo to Civilist, goalgirls and eSports Reputation to ISLA Berlin and One Hundred: Since the start of the Football World Cup at the beginning of June, numerous Berlin crews have already moved to the adidas Creator Base in Wedding. True to the motto of the recently launched adidas brand campaign “Creativity is the Answer”, The BASE Berlin, in which Berlin’s junior and street footballers actually kick the ball, has been turned into a temporary creative spot. Local crews, who are characterized by creativity and creativity on and off the pitch, were given the opportunity to create their own individual jerseys. Whether as a team in Russia or as a crew in Berlin: the jersey with a uniform logo on the chest is the central element that unites everyone in the team.
There were no limits to creativity. At the Makers Lab, teams of sewing machines, scissors and printers, along with the experts and a wide selection of fabrics, yarns and colors, gave their creativity free rein. The identity of each crew is reflected in the diverse and creative jerseys.
The global marketing campaign “Creativity is the Answer” will be adapted locally within the framework of the Creator Base, and stars like Paul Pogba or Karlie Kloss will be expanded on-site with the Berlin crews from the fields of music, art, design, retail and sports. So you could see recently in the Brunnenstraße the skaters of Civilist in self-designed Jersey as a larger than life projection or the girls of the creative agency goalgirls on a wall in the Torstraße. In addition to the giant projection in the neighborhood of the respective crew, the campaign was supported by digital OOH banners and social media. The project was created in cooperation with the Munich-based agency Millhaus. They were responsible for conception and creative lead.
The action runs until the end of the FIFA World Cup – just in time for the start of the new season opens the Football Base again as usual the doors for all young footballers in Berlin.