Adidas celebrates cricket legend Sachin Tendulkar’s 40th birthday with an activation campaign providing cricket for the masses.
The simple campaign from TBWA\India celebrates the sports brand’s relationship with the Indian cricketer by turning Mumbai’s urban landscapes into cricket grounds – “a little gift for the city that gave us Sachin,” says the campaign.
In the country’s cramped cities, cricket pitches can often be scarce, and young dwellers look for strips of land between buildings to play impromptu matches – and of course, creating their own improvised stumps.
The campaign involves pasting Adidas cricket stumps, “Wall Posters”, in alleys, oil drums, corridors, parking lots and every possible strip of land in the city. Overnight urban surroundings were transformed into stump bearing pitches, a cue for youngsters to play the nation’s most loved sport.
The campaign’s accompanying film is full of shots of Mumbai’s people, children and cityscapes. Funnily enough, Tendulkar isn’t anywhere to be seen.