Lionel Messi has won a record 7th Ballon d’Or award for best footballer in the world, certifying him as the G.O.A.T. (Greatest Of All Time).
Argentina’s Messi was announced as winner of the 2021 Ballon d’Or award on 29th November.
In less than 24 hours Iris placed seven golden goat sculptures – each representing a Ballon d’Or win – all over Paris the next day, starting with an epic formation of all seven at the Eiffel Tower before being toured around other locations in the city where he applies his craft, including Nanterre and Évry.
Messi is already seen by many as the G.O.A.T – a debate that has raged on for the last decade, with football fans over the world aggressively split on whether it is him, or another well-known player represented by another well-known sports brand. The idea is born from fan rhetoric and debate, capitalizing on that conversation in a definitive way.
The goat installations will be documented across adidas' social channels, adidas football, PR and Messi’s own social media channels with French influencers playing a role in extending the narrative on their own channels.
Lead creative agency: Iris
ECD: Grant Hunter
Creative director: Luke Bartley & Ivan Beloborodov
Creative team: Alex Milic & Vitor Mainho
Local activation partner: We Are Young
Planner: David Austin
Account team: Ben Buchanan & Conor Snowball
Agency Producers: Annabel Singer, Nick Bunby, Jasmine Willson
Photographer: Flora Métayer
Media Agency: N/A