ADIDAS — CHOOSE SCOTLAND

WHAT WAS ASKED?

adidas came to us with a request:
Create an attention grabbing World Cup campaign for Scotland, featuring Scott McTominay; the breakout hero for a new generation of Scottish football fans.
Not just another football advert.
Something that felt unmistakably Scottish without falling into parody.

WHAT WE DID

We built a Trainspotting-themed all-out modern day love letter to Scotland and Scott McTominay. Part football film. Part cultural statement.

End-to-end creative, production and delivery — including effectively shutting down Naples for a day whilst McTominay moved through the city like Maradona.

To make it land, we brought in Irvine Welsh to help shape a contemporary nod to Trainspotting — less tribute act, more spiritual successor.

The cast became a collision of modern Scottish culture: Lewis Capaldi,Andy Robertson,Denis Sulta, Brooke Combe and Welsh himself.

Somehow we managed to convince Iggy Pop and the estate of David Bowie to let us use Lust for Life.

“Choose Scotland” became less of a campaign line and more of a rallying cry.

OUTCOME

The film launched across online, social, digital and TV — cutting through football culture, music culture and mainstream media simultaneously.

More importantly, Scottish people saw themselves in it.

The internet did what the internet does: quotes, remixes, reposts, WhatsApp shares, fan edits, pub conversations.

It travelled because it felt owned by the culture rather than dropped onto it. That’s usually the difference.