The Brief

adidas signed world's iconic batsman Sachin Tendulkar in the 1990's. Widely regarded as one of the greatest batsmen in the history of cricket, Sachin had a total of 99 International centuries until recently. adidas gave us a brief to pay respect to India's greatest athlete anticipating the momentous occasion when he scores his 100th international century in order to create a buzz across the country.

Creative Execution

A collectible mosaic of 99 postal stamps was made to commemorate each of Sachin's 99 centuries has been sent to State Sports Ministry and to adidas regional heads across the country. Illustrating the legendary batsman's every century knock of his career with the number of runs scored in that knock.

Describe the creative solution to the brief/objective.

On 16th of March 2012, Sachin scored his 100th International Century being the first and only cricketer ever to achieve this milestone in any form of cricket. Within the week of completion of his 100th ton, the 100th postal stamp was released with a plea to the Indian Government to use it as a real postal stamp in circulation as a mark of respect to the legend.

Results

After completion of the 100th century, adidas along with the State Sports Ministry presented this collectible mosaic to Sachin as a tribute to the greatest batsmen in the history of cricket. The media hype around it made this mosaic so famous that adidas had to put the copies of this piece in their stores across India for sale. And till now the demand for the collectible is only increasing as the fans are racing against time to get their hands on all the 99 stamps before the government-endorsed 100th one comes out.