Gareth ‘Superhuman’ Bale. James ‘Golden Boy’ Rodriguez. Luis ‘Target Man’ Suarez. Karim ‘Bling-Bling’ Benzema. Some people just hate not being in their ‘shiny new boots’. This campaign calls out the trolls before they tweet another word. Oh, and it launched some fine football boots at the same time by turning the hate into a product feature. There certainly were Haters, and we loved all that it kicked off.
It was a pleasure to work on this campaign as Design Director alongside Creative Director Adam Fish and the rest of the Bladers at Iris Worldwide. There Will Be Haters got a fair amount of recognition, from players, fans, trolls and from advertising awards panels.
Awards and recognition
Cannes Lions 2015 (Bronze Cyber Lion)
2015 Eurobest (Gold)
2015 Big Awards (2 Gold, 3 Silver)
Campaign Top 10 TV and cinema ads of 2015
Science before politics, dumbass.