CHOOSE ONE

How to represent two distinct universes fairly and effectively, generating a compelling and balanced tension between Predator and F50 despite asymmetries in their rosters, while maintaining a consistent perception of equity and impact for both sides ?

Brief

Create a global campaign structured in two chapters that brings together the iconic Predator and F50 franchises with Pogba and Dembélé, embodying their respective positions (Take Control vs Cause Chaos) around a strong personal choice, supported by a local, humorous tone of voice.

Opportunity

Leverage the opposition between Predator and F50 and the richness of football references to create a natural link between Pogba and Dembélé, and turn choice into a personal, engaging, and culturally relevant expression.

Answer

A two-chapter narrative built around a minimal, high-contrast visual approach that delivered strong results, blending cultural and football references to naturally connect Pogba and Dembélé, while using the opposition between Predator and F50 to drive tension, tone, and storytelling, turning choice into a playful and engaging experience.