The Stone Twins

Instantaneous Information

adidas Football 07

Client: 180 Amsterdam (2007)
Art-direction/design of the adidas global campaign ‘Predator vs. F50’. Contrary to the ‘easy-to-adapt’ approach of many international print campaigns, the posters consisted of meticulously crafted typography in over 25 languages (incl. the majority of Western languages, Arabic + Asian versions).

In the print campaign, the traits of the two opposing teams (boots) are emphasised by contrasting typographic styles: bold and mechanical for Predator and organic and expressive for F50. The result is a series that bucks the trend of the majority of global campaigns by recognising the power of bespoke typography as a creative craft and powerful selling tool.


Credits
Agency: 180 Amsterdam
Creative Direction: Stuart Brown
Art-Direction & Design: Garech Stone
Typography: Martijn Rijven
Copywriting: Edwin Latchford