Harry Cocciolo - Creative Director

The adidas brand has always been about passion for sport. Whether you’re a professional athlete or weekend amateur, adidas celebrates your efforts.

Nike on the other hand, is about performance, excellence, and winning. One Nike olympics ad crystalized this attitude with the line, “You don’t win silver, you lose gold.”

This campaign was adidas’ answer.

It spoke to the athlete in training, to their devotion and determination, in the moments when no one is watching.