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Adidas: This Is Not A Jersey
Stills from video click to enlarge
| View online or Subscribe now | |
| Released: | June 2009 |
| Advertiser: | ADIDAS  |
| Agency: | TBWA\WHYBIN (180\TBWA) |
| Country: | New Zealand |
| Category: |
Clothing & footwear
|
| Awards: |
Cannes Lions 2009 Integrated Bronze
|
| Tags: |
Cannes Lions 2009
|
Credits:
Type of Entry: Titanium and Integrated
Title: THIS IS NOT A JERSEY / ADITHREAD
Advertiser/Client: ADIDAS NEW ZEALAND / NEW ZEALAND RUGBY UNION
Product/Service: ALL BLACKS RUGBY TEAM
Entrant Company: TBWA\WHYBIN\TEQUILA Auckland, NEW ZEALAND
Advertising Agency: TBWA\WHYBIN (180\TBWA) Auckland, NEW ZEALAND
Creative Credits
Name Company Position
Andy Blood TBWA\Whybin\Tequila Executive Creative Director
Guy Roberts TBWA\Whybin\Tequila Creative Director
Corey Chalmers TBWA\Whybin\Tequila Writer/Art Director
Guy Roberts TBWA\Whybin\Tequila Writer/Art Director
Che Tamahori Shift Interactive Creative Director
Robert Harvey TBWA\Whybin\Tequila Media Arts
Rhys Sinnot TBWA\Whybin\Tequila Account Director
Blake Crosbie TBWA\Whybin\Tequila Account Manager
Ross Brown Match Photographer
Andy Salisbury/Chris Clifton Cake Retouchers
Sarah Crosswell Shift Interactive Producer
Prentice Porter Shift Interactive Design
David Harris Shift Database Development
Robin Southgate Shift Flash Developer/Programmer
Alex Chea Shift Flash Design
Len Cheeseman Typography
Hayden Cake Typography
Details
Describe the campaign/entry:
We enabled fans (both local and global) to get close to the All Blacks and demonstrate their support in an innovative and completely un-prototyped way. An interactive promotion invited fans to put their name and message onto a virtual thread known as “adiThread”. Using breakthrough scientific technology, we then used nanotechnology to engrave the names onto the actual thread to be sewn into the badge on the Captain’s jersey.
Give some idea of how successful this campaign/entry was with both client and consumer:
The campaign took on a life of its own generating blog stories around the world and over 25,000 Google results. The New Zealand media ran the campaign as the lead story in the primetime news bulletins and it made the front section of the major metropolitan newspapers. The website generated traffic from over 150 countries. And 68% of NZ babies born on test match dates claimed their special jersey. Interest in the All Blacks was restored with research showing 18% more fans expressing interest. Ultimately, within an 8 week time frame, almost 10,000 fans got to have their name nano-engraved into All Black Richie McCaw's jersey.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
We seeded a short film to a database of 40,000 thousand of rugby fans, asking them to share with us what the All Blacks Jersey meant to them. They responded by going to the virtual thread where they posted their names and their thoughts. OOH media, POS promotion, PR and editorial coverage in newspapers and on prime-time TV also activated and amplified the story driving traffic to the sight. Alongside this we launched ‘Birthright’, a promotion that provided a unique chance for babies born on the day of a 2008 test-match day to be gifted a special All Blacks jersey, by an All Black, which gave us a new generation of fans.