Real Madrid kit partner adidas rolls out 'Odyssee Grandeza' anime to celebrate 120th anniversary

Spanish behemoth Real Madrid teamed up with its primary partner and kit supplier adidas to celebrate the club’s 120^th anniversary and champion the passion of the fans through a short film titled ‘Odyssee Grandeza’.

Created in tandem with Parisian agency MNSTR (with production outfit BOL and animation studio 2VEINTE), the three-and-a-half minute film is styled as a Japanese anime and is based around the idea that a great jersey comes with great responsibilities.

Featuring France and Real Madrid striker Karim Benzema, the film takes viewers on a dreamlike journey where three teenage players find themselves in a battle against supernatural forces at the revamped Santiago Bernabéu stadium.

Sarah, Moussa and Ruben – inseparable friends on and off the pitch – see their destiny change when a disturbing rumour leads them to a mysterious barbershop and a monstrous match.

‘Real Madrid x Adidas: Odyssee Grandeza’ dropped in September.

https://www.youtube.com/watch?v=mlp9_eeglfc

The hero film’s social support spans the brand and club digital and social channels and includes a ‘Making Of’ video.

https://www.instagram.com/p/CjAKVaUM5Iq/

Comment

Dope dreams and demon barber animations aside, at Activative we’ve been pondering the similarities between the Real Madrid logo and King Charles III’s new cypher – the colours, the crown, the graphic design. Could the new monarch of Great Britain and Northern Ireland (and several other countries and territories including Australia, Canada, Jamaica and New Zealand, plus 11 others) be a secret fan of Los Blancos, a supporter of Los Merenges, an undercover Madridista?

https://twitter.com/beardedgenius/status/1574518114938945537

This latest create runs under the umbrella ‘Grandeza’ adidas/Real Madrid kit reveal marketing initiative: an ongoing shirt supplier marketing programme which links the different kit launches through a unified narrative based around the term ‘Grandeza’ which represents the club’s unique mentality and spirit which links players and fans. Essentially ‘grandeza’ translate as ‘greatness’ and is described as born of community, of a shared sense of pride and belief in the shirt and that together the club can do more.

This case study originally appeared on Activative: which offers clients creative and strategic intelligence to fuel game-changing sports and sponsorship marketing. www.activative.co.uk