| Title | ALL IN OR NOTHING |
| Brand | ADIDAS HONG KONG |
| Product / Service | ADIDAS HONG KONG |
| Category | D05. Transit |
| Entrant | JCDECAUX TRANSPORT Hong Kong, HONG KONG |
| Entrant Company | JCDECAUX TRANSPORT Hong Kong, HONG KONG |
| Advertising Agency | TBWA\HONG KONG Hong Kong, HONG KONG |
| Media Agency | CARAT Hong Kong, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Esther Wong | TBWA\Hong Kong | Executive Creative Director |
| Kalok Luk | TBWA\Hong Kong | Senior Art Director |
| Michelle Hong | TBWA\Hong Kong | Senior Account Director |
| Ego Lau | Carat Media Services Hong Kong Limited | Business Director |
| Alex Chow | Carat Media Services Hong Kong Limited | Associate Business Director |
| Jason Huen | Carat Media Services Hong Kong Limited | Planner, Integration |
| Cliff Hui | Carat Media Services Hong Kong Limited | Media Planner |
| Tiffany Lee | Carat Media Services Hong Kong Limited | Media Executive |
| Shirley Chan | JCDceaux Transport | General Manager |
Two MTR trains in Hong Kong were dominated to turn the cabins into football players’ changing room. Cabins of the trains were decorated in themes of renowned football stars and Captain Tsubasa , a popular Japanese football comic in Hong Kong, enhancing resonance with childhood memory of local people. Non-standard formats Handrail and Seat back advertising were applied to further impress the passengers. Name and player number of football players were displayed on the Seat Back sticker. QR codes displayed throughout the train encouraged participation in the “adidas battlefield” photo game and provided easy access to its world cup products.