• D&AD Awards 2021
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GMR - Play Connected

Award: Yellow Pencil

Yellow Pencil / Experiential / Use of Technology / 2021

Award: Graphite Pencil

Graphite Pencil / Gaming / Brand Partnership

Award: Shortlist

Shortlist / Product Design / Consumer & Wearable Technology

GMR is a smart insole aimed at getting a generation of young gamers moving by connecting their in-game FIFA Mobile skills with real life activity. To launch it, adam&eveDDB tapped into gamers’ competitive nature to get ahead, and injected social competition into every element of the campaign – from product development to comms.

What did the judges have to say?

"Adidas GMR is a glimpse of the future where online and offline become symbiotic and interchangeable."

Peter Khoury, Chief Creative Officer, TBWA\Hunt\Lascaris

"The fact that it could change the way young people live all over the world by encouraging and enabling them to interact with the video games they love in a much more physical and healthy way, changing the frightening sedentary trend that their lives are taking now, has an enormous impact. It's really groundbreaking."

Pamela Jaber, Chief Ideation Officer, Friends With Holograms

"Great intention and creative initiative. Understands the goal of the brief, understands the target demographics, designed with purpose. Picked a sharp/in-depth angle of gaming, made it a strong use and built up solid experience by leveraging the characteristics of the media form and the community. Sophisticated and inspiring execution. Positive impact beyond biz result."

Kailin Zhu, Senior Designer, UsTwo

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