To celebrate the return of grassroots football in Britain, we teamed up with adidas London to produce two Hero films — each a 30-sec dynamic, scripted Instagram Reel — and a week's worth of content that championed the amateur game and the brand's new boots, the Copa Sense and the Predator Freak.
In addition to the Reels, we also collaborated with platform giant Planet Football on a series of interviews around grassroots and cross-posted the content to Twitter and created conversation points around the Hero films that gained over 171k views, 2.25 million impressions, and tonnes of fun, authentic responses from the target audience.
Quote this Tweet with a little about your favourite ever place to play football. Could be Powerleague or a local stadium, a concrete square from your childhood or a lush field in suburbia. We want to know.— MUNDIAL (@MundialMag) March 31, 2021
"It's been a 𝙡𝙤𝙣𝙜 wait." @adidasUK pic.twitter.com/cxTCBBWEXj
And, to cap it off, on the first weekend back, we spent a Sunday exploring grassroots football across London — from the parks, pitches, and concrete cages of the city. This story gained 348k impressions.
Quote this Tweet with an outline of your dream career in football. One-club legend or island-hopping mercenary? It's your choice.— MUNDIAL (@MundialMag) March 30, 2021
"A whole dream career... *taps temple* But up here." @adidasUK pic.twitter.com/LsaF9U0mtc