Adidas Case study ADIDAS SKYCOMIC by TBWA\Hakuhodo Tokyo

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Industry Sportswear, Athletic Footwear & Accessories
Media Case study
Market Japan
Agency TBWA\Hakuhodo Tokyo
Associate Creative Director Hideyuki Tanaka
Creative Director Kazoo Sato Associate Creative Director
Art Director Hirofumi Nakajima, Haruhito Nisawadaira, Katsuhiro Shimizu
Copywriter Masaharu Kumagai
Designer Keisuke Shimizu Tbwa\hakuhodo
Producer Kentaro Kinoshita, Makiko Okada
Illustrator Teru Chifusa
Released October 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: ADIDAS
Product/Service: ADIDAS FOOTBALL
Date of First Appearance: Apr 20 2010
Entry URL:
Creative Director: Kazoo Sato (TBWA Hakuhodo)
Associate Creative Director: Hideyuki Tanaka (TBWA Hakuhodo)
Art Director: Hirofumi Nakajima (TBWA Hakuhodo)
Art Director: Katsuhiro Shimizu (TBWA Hakuhodo)
Art Director: Haruhito Nisawadaira (TBWA Hakuhodo)
Copywriter: Masaharu Kumagai (TBWA Hakuhodo)
Designer: Keisuke Shimizu (TBWA Hakuhodo)
Digital Planner: Shintaro Takeuchi (TBWA Hakuhodo)
Account Director: Taro Sato (TBWA Hakuhodo)
Interactive Art Director: Jun Ino (Formes)
Technical Director: Keitaro Takahashi (Formes)
Flash Developer: Shunsuke Ohba (Formes)
Producer: Kentaro Kinoshita (Monster)
Producer: Makiko Okada (Monster)
Production Manager: Hideki Harada (Monster)
Production Manager: Mona Yamamoto (Monster)
Illustrator: TERU (Mashcomix)
Sound Designer: Atsushi Shimomura (Sosa)
Printing Production: (Magic Touch Japan)
Making Movie Production: (Cocoon)
Media placement: Digital - Branded Website/Mobile/Social Media - 20/04/2010
Media placement: Consumer Event - Sports Ground In Schools - 20/04/2010
Media placement: Created Media, Outdoor - Tsubasa-Hama, Tokyo Internatioanl Airport - 26/05/2010

Describe the campaign/entry
In order to inspire and unite the country in a massive show of support for the Japan National Football Team on their journey to the 2010 FIFA World Cup South Africa, through the collaboration of supporters from all over Japan, we created an inspirational and world record-setting send-off in the form of a giant comic strip that the National Football team could view from the plane as they departed to South Africa.

Describe how the campaign/entry was launched across each channel in the order of implementation
Sky Comic project, which spans 13 cities over five weeks, is a creation of 13 massive 300 square meter individual comic strip panels painted by national team supporters from all over Japan. The individual panels are photographed from the sky and uploaded to a website where the entire story comes together. The website includes Behind-the-scenes videos as well as photos of the teamwork that went into the project. Fans who couldn't be at the event participated by sending messages from their PCs, mobile phones, and Twitter, which were included in the website's word balloon feed to become part of the comic. As the final piece of thirteen massive comic frames were combined into not only an amazing show of national support but also the world’s largest comic strip. It was lit up in the early morning for the National Team to view as they departed from Haneda airport to South Africa.

Give some idea of how successful this campaign/entry was with both client and consumer
Marketing campaigns often receive accolades and awards, but it isn’t often that they set a world record in the process. And the best part of this project is making the FIFA World Cup meaningful to children. Approximately 13,000 school-aged supporters participated in the Sky Comic event taking place at 13 cities. Over 50,000 people were involved in the project digitally. And the project generated over US$ 6,600,000 worth of earned media with 0 investments in paid media.