There Will Be Haters - Iain Robson

adidas Football
There Will Be Haters

Design Direction
Iris Worldwide

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

The Film

There Will Be Haters was conceived at Iris Worldwide. Creative Director Adam Fish. Directed by Ernest Desumbila. Produced by Frenzy Paris.

The Athletes

Together with photographer Rick Guest, we shot a lot of footballers in a lot of countries. We then produced the global 2D assets with the Iris Worldwide Studio in London. Hateful illustration supplied by Thomas Addison.