Localize the global ‘You Got This – The Plus One Effect’ campaign by crafting an authentic, emotionally-driven story centered around the relationship between Ousmane Dembélé and his lifelong Plus One, Moustapha Diatta

Ousmane’s lifelong bond with his childhood friend Moustapha Diatta was the perfect way to illustrate the Plus One Effect: a story of humility, resilience and loyalty that resonates with French youth and strengthens adidas’ positioning as a brand rooted in authenticity and belief.

We crafted a one-shot cinematic intimate film in Évreux, Ousmane’s hometown, focusing on everyday moments of complicity between him, Moustapha and kids. The story was told through the lens of the Plus One, showing how his presence turns pressure into clarity and fame into joy. Amplified across digital and offline activations, the campaign brought adidas’ “You Got This” spirit to life in a warm, human and culturally relevant way