adidas GMR: Play Connected

United Kingdom

Silver Award

Integrated & Innovation

Best Use of Technology


Member Club Gold Award

Integrated & Innovation

Best Use of Technology

adidas / EA Sports

GMR is a smart insole aimed at getting a generation of young gamers moving by connecting their in-game FIFA Mobile skills with real-life activity. The campaign was launched by tapping into gamers' competitive nature to get ahead and inject social competition into each element – from product development to communications. So far, it has produced 19,744 778 shots and passes and covered a distance of 599, 201, 723 meters.


Director of Photography
Simon Chaudoir
Film Director
Pedro Martin-Calero
Production Company
Blink Productions
Post-Production Company
Absolute Post
Audio Post-Production Company
750 MPH
Editing Company
Service Production Company
BAS Productions