Eurosport, a leading sports television network, was faced with the challenge of effectively capturing and sharing the journey of athletes leading up to the PyeongChang 2018 Olympics. The network wanted to create a platform that would not only showcase the athletes' journey but also serve as the ultimate destination for fans to experience the Olympics. The challenge was to distill the essence of the Olympics into a simple truth: 'millions of journeys, one destination'. This required a comprehensive digital solution that could handle the vast amount of content and social interactions expected during the event.

The FIFA World Cup is one of the most significant sporting events globally, and adidas, as the lead global agency, faced the challenge of standing out amidst the noise of other sports brands. The conventional approach of creating a celebrity-studded affair was not enough to make a significant impact. The challenge was to create compelling content that would 'own the internet' on the day of publishing and overshadow any mention of a rival brand. The content needed to resonate with the audience and create a significant social impact.

The 2018 FIFA World Cup presented a significant opportunity for adidas, a leading sports brand, to make a substantial impact in the global market. However, the challenge was to stand out amidst the noise of numerous other brands vying for attention during one of the world's most-watched sporting events. The conventional approach of creating a celebrity-studded campaign was not enough to differentiate adidas from its competitors. The brand needed a unique, compelling strategy that would not only capture the attention of millions of viewers worldwide but also 'own the internet' on the day of publishing, overshadowing any mention of rival brands.