GMR - Play Connected

GMR - Play Connected

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.

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D&AD Jury

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

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

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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Product Design

Other winners

GMR - Play Connected

GMR - Play Connected

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D&AD Jury

Product Design

Digital Design