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Creative Award
New York, United States
adidas - "Martin Johnson" by ANDY Awards 2004

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TitleMartin Johnson
Agency
Campaign Rugby World Cup 2003 "Tackle Bags" - adidas
Advertiser adidas
Brand adidas
PostedDecember 2003
Business Sector Sports Teams, Sports Events
Tagline If you don't go in hard, it's not a tackle, it's an insult
Philosophy 180 and adidas brought together rugby's biggest names, covered them in acrylic paint, then had them create "self-portraits" by hitting canvas-wrapped tackle bags.
Media Type Poster
Market United Kingdom
AI Description The adidas poster features a striking image of a rugby player, Martin Johnson, capturing the raw energy and ferocity of the sport. The image is an abstract representation created with acrylic paint. Visible are the intense brushstrokes that form a silhouette and facial expression, demonstrating the force involved in a tackle. The use of bold, dark colors on a white background adds a sense of drama and highlights the player's physicality. The tagline, "If you don't go in hard, it's not a tackle, it's an insult," is prominently displayed beneath the artwork, reinforcing the ad's message of strength and determination. The adidas logo emphasizes the brand's association with sports performance and commitment. The overall aesthetic is powerful, capturing the dynamic and expressive nature of rugby through artistic means.
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Copywriter
Copywriter
Art Director
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Actor / Celebrity