Predator Instinct: The Game

Background

When adidas wanted to launch their new Predator Instinct boots, they understood their real competition wasn't other football boots. It was gaming.

The previous ten years in the UK had seen a drop-off in kids playing football as they turned instead to Playstation and Xbox to get their kicks.

To persuade them to get off their sofas, where they were playing FIFA, and onto grass wearing boots, the idea was to talk to them as if this was the launch of the next big Halo or GTA experience.