Adidas Design & Branding PASSION PLANETARIUM by TBWA\Hakuhodo Tokyo

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Japan
Agency TBWA\Hakuhodo Tokyo
Director Takayuki Niwa
Executive Creative Director Kazoo Sato Associate Creative Director
Creative Director Hideyuki Tanaka
Art Director Hirofumi Nakajima, Haruhito Nisawadaira, Masaru Uemura
Copywriter Masaharu Kumagai
Photographer Satoshi Nishimura
Released July 2011

Credits & Description

Category: Exhibitions & Live Events
Advertiser: ADIDAS JAPAN
Product/Service: ADIDAS BASEBALL
Executive Creative Director: Kazoo Sato (TBWA Hakuhodo)
Creative Director: Hideyuki Tanaka (TBWA Hakuhodo)
Copywriter: Masaharu Kumagai (TBWA Hakuhodo)
Art Director: Haruhito Nisawadaira (TBWA Hakuhodo)
Art Director: Hirofumi Nakajima (TBWA Hakuhodo)
Art Director: Masaru Uemura (TBWA Hakuhodo)
Agency Producer: Wei-Chun Chu (TBWA Hakuhodo)
Planner: Kaname Aratame (TBWA Hakuhodo)
Planner: Shintaro Takeuchi (TBWA Hakuhodo)
Planner: Mineo Mori (TBWA Hakuhodo)
Planner: Yuki Fukui (TBWA Hakuhodo)
Film Production Company: Tyo Monster Division (Tyo Monster Division)
Director: Takayuki Niwa
Cinematographer: Takayki Niwa
Cinematographer: Satoshi Uchikawa
Film Producer: Kentaro Kinoshita
Photographer: Satoshi Nishimura
Interactive Agency: Rights Apartment (Rights Apartment)
Media placement: Outdoor - Tokyo Dome - 19 August 2011
Media placement: Digital - adidas Website (PC & Mobile) - 19 August 2011
Media placement: PR (Non-Paid) - TV News, Newspaper, Digital - 19 August 2011

Describe the brief from the client
“How can the power of baseball re-empower Japan?”
In March 2011, just before the professional baseball season began, Japan was hit by a devastating earthquake and tsunami. adidas and Yomiuri Giants needed to come up with a unique event to empower Japan at an unprecedented pace, in an unprecedented way.

Describe the challenges and key objectives
The objective as well as the biggest challenge was how to make the largest planetarium in the world, that is large enough for all fans to see, and unprecedented so baseball fans, and media, spread the news.

Describe how you arrived at the final design
Our solution was projectors. After a night’s game, 20 giant hi-spec projectors were installed inside the stadium, where baseball fans were given exclusive seats on the ground.
Suddenly, all the lights went down… to be instantly replaced by hundreds and thousands of messages from the Giants’ players, coaches, managers and fans projected together on the ceiling, creating the world’s biggest planetarium measuring 60metres in height and 100metres in length.

Give some indication of how successful the outcome was in the market

22,000+ fans participated, spreading news across the nation
More than 22,000 baseball fans filled the stadium and all deeply moved by the messages sent from the victims in the hardest-hit northeast coast. Its news spread instantly across various social media and attracted nationwide media attention as an unprecedented attempt harnessing passion for sports, making the world stronger.