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Creative Award
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adidas - "Tana Umaga" by ANDY Awards 2004

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TitleTana Umaga
Agency
Campaign Rugby World Cup 2003 "Tackle Bags" - adidas
Advertiser adidas
Brand adidas
PostedDecember 2003
Business Sector Sports Teams, Sports Events
Tagline Hits this hard usually involve crash test dummies
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 Australia
AI Description The adidas ad featuring Tana Umaga vividly captures the raw energy and impact of rugby. It showcases a striking black and white self-portrait created by the rugby star himself. Covered in acrylic paint, Umaga’s dynamic expression is imprinted onto a canvas-wrapped tackle bag, artistically conveying the power and intensity of the sport. The campaign exemplifies the strength and determination typical of rugby, presenting an image that’s both artistic and athletic. The tagline humorously contrasts the forceful impact of rugby with that of crash test dummies, reinforcing the robustness required to excel in the game. The overall composition is bold and impactful, achieving a sense of motion and strength.
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Executive Creative Director
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