The People's Foosball

Medals Won

• 🥉 BRONZE – Consumer Products and Services
• 🥉 BRONZE – Most Outstanding Creative

Campaign Overview

In Peru, a country rich in cultural and geographic diversity, 75% of citizens have experienced discrimination. Adidas, as the official sponsor of the Peruvian national team, leveraged football’s unifying power to address this pervasive issue.

The People’s Foosball (El Futbolín del Pueblo) was born as a campaign to inspire national dialogue about diversity and inclusion. By reimagining the traditional foosball table with figures representing Peru’s diverse regions, cultures, and professions, Adidas created a tangible and symbolic tool for fostering unity.

Creative Concept

The campaign focused on turning an everyday game into a beacon of inclusion:

• Inclusive Foosball Figures: Redesigned foosball players to represent Peruvians from different regions, such as a fisherman from the coast, an artisan from the mountains, and a chef from the capital.
• Handcrafted Art: Figures were digitally created and hand-painted by local artists, becoming symbols of pride and cultural representation.
• National Event: Hosted an activation where participants from various communities played on the foosball table and shared their thoughts on diversity.

The campaign’s creative execution celebrated Peru’s identity and addressed discrimination through a universally relatable medium.

Execution Strategy

1. Launch Event: Hosted a national gathering featuring the foosball table, fostering discussions about inclusion and diversity.
2. Content Creation: Captured reactions and conversations at the event, sharing them through Adidas’ social channels.
3. Digital Amplification: Encouraged Peruvians to share their own diversity stories via social media using branded hashtags.
4. Sustained Engagement: Produced a limited run of the foosball tables to extend the campaign’s impact beyond the initial activation.

Impact and Results

The campaign delivered remarkable results:

• 650,000 organic video views documenting the campaign’s impact.
• 90% positive sentiment across social media and public discussions.
• Broad local and international media coverage, establishing Adidas as a champion of diversity in Peru.
• The foosball table became a lasting symbol of unity and inclusion, continuing to fuel conversations nationwide.

Why It Worked

The People’s Foosball used a universally loved game to address a serious issue, blending creativity, cultural relevance, and emotional storytelling. Adidas’ commitment to inclusion resonated deeply, positioning the brand not only as a sponsor of the national team but as an advocate for equality and unity in Peru.