Base Brixton

adidas shocked the footballing world when they announced that they were discontinuing their entire football boot range, including the globally infamous "Predator", to be replaced by just two new models - X and Ace. X for the chaos players - the ones who change the game. Ace for the control players - the ones who run the game. We took over Pop Brixton for a week-long celebration of football, inviting teams from across London to battle it out in our playoff arena. For everyone else, we built an immersive, augmented reality experience to test and hone their skills, and experience Ace and X for themselves. After dark, the playoff arena morphed into a club, with DJs and live music throughout the week. We also hosted players from Manchester United for the official launch of their new 3rd kit. Beyond the event, the campaign rolled out across London, with custom Out of Home built into the tunnels of Oxford Circus station, and a media-first special build at the London IMAX, featuring morphing-LED-detailing across the poster site.

Project Tags


  • Dentsu Aegis Network logo

    Dentsu Aegis Network

    • Marketing & PR