EVERY TEAM NEEDS ' THE ULTIMATE SEARCH THE GRAPHIC NOVEL' by 180 Amsterdam for Adidas

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EVERY TEAM NEEDS ' THE ULTIMATE SEARCH THE GRAPHIC NOVEL'

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Netherlands
Agency 180 Amsterdam
Executive Creative Director Andy Fackrell
Creative Director Todd Bois
Art Director Daniel Carlsson, Martin Terhart, Alan Von Lutzau
Copywriter Peter Albores
Released October 2009

Credits & Description

Category: Books
Advertiser: ADIDAS INTERNATIONAL
Product/Service: ADIDAS
Agency: 180 AMSTERDAM (180\TBWA)
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: 180 AMSTERDAM, THE NETHERLANDS
Executive Creative Director: Andy Fackrell (180 Amsterdam)
Creative Director: Todd Bois (180 Amsterdam)
Art Director: Martin Terhart (180 Amsterdam)
Art Director: Daniel Carlsson (180 Amsterdam)
Art Director: Alan von Lutzau (180 Amsterdam)
Copywriter: Peter Albores (180 Amsterdam)
Letterer: Matthew Steenburg (180 Amsterdam)
Head of Print: Maria Perez (180 Amsterdam)
Print Producer: David Corfield (180 Amsterdam)
Post Production Manager: Marlon Lee (180 Amsterdam)
Graphic Novel Artist: Jae Lee
Graphic Novel Artist: Ryan Benjamin
Graphic Novel Artist: J.G. Jones
Media placement: Graphic Novel Hard Copy - All Adidas Football In Store Communication - May 2008

Describe the challenges and key objectives
The key challenges and objectives came from the desire to design a credible graphic novel. So more than simply a piece of advertising set in a certain style, we researched the genre and chose three renowned graphic novel artists to make this project creatively successful and credible to graphic novel fans. We chose a different artist for each player and story, based on their style of work to fit each player type. Then we wrote the actual stories and set the artists to work. Each frame was hand drawn, approved by creative and client, then sent back to be coloured.

Describe the brief from the client
The ‘Ultimate Search’ graphic novel is part of the Every Team Needs football campaign, a body of work that sees Zinedine Zidane travel all over the world to create a perfect team of football player types, starring some of the game’s greatest players. For the ‘Ultimate Search’, the brief was to continue - and go yet further - with the graphic novel look and style that developed for episode one in the campaign, TV and cinema commercial ‘The Spark’, starring Lionel Messi. Instead of making another three films, we decided to design a special edition, actual graphic novel.

Describe how you arrived at the final design
We arrived at the final design by working closely with each artist, our writer and the client. Every frame had to be 100% correct, and also in keeping with the genre. From a design perspective, the project was really interesting as the artwork created for the book also was to be used as the print campaign and in the retail environment. In terms of digital, the graphic novels were also put online on the website as digital books and also were featured on online publishing sites such as ISSUU and Lulu.

Give some indication of how successful the outcome was in the market
The ‘Ultimate Search’ graphic novel project was a success story across the board - not only did it chime with the target audience - but also it transcended across to a different audience who wouldn’t normally spend so much time engaging with a football campaign. Crucially, as the graphic novel books were given away in-store, on purchase, the books helped sell a lot of boots.