Everyone wants what they can't have yet. Adidas used that to their advantage.

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The brief was simple but the challenge wasn't. Adidas needed to capture data from new and existing fans without it feeling like a data grab. The answer was anticipation. A multi-tiered social and email campaign built around the upcoming Mercury boot launch, turning the wait itself into the experience.

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​Each of football's superstars was assigned a colour and a theme, giving the campaign a visual language that felt bold, considered and collectible. Fans were driven to sign up to an exclusive waiting list, where they'd receive early access updates straight to their inbox in the build-up to launch. The result was a campaign that made signing up feel like getting in on something, not giving something away.