THE PAINTED JOURNEY by 180 Amsterdam for Adidas

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THE PAINTED JOURNEY

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Netherlands
Agency 180 Amsterdam
Director Daniel Brooks
Executive Creative Director Andy Fackrell
Art Director Alan Von Lützau
Copywriter James ‘Snapper’ Fitt
Designer Kay Schalker
Released June 2010

Credits & Description

Category: Illustration
Advertiser: ADIDAS
Product/Service: SPORTSWEAR
Agency: 180 AMSTERDAM
Date of First Appearance: Jun 10 2010
Entrant Company: 180 AMSTERDAM, THE NETHERLANDS
Executive Creative Director: Andy Fackrell (180 Amsterdam)
Head of Design: Julian Wade (180 Amsterdam)
Designer: Kay Schalker (180 Amsterdam)
Copywriter: James ‘SNAPPER’ Fitt (180 Amsterdam)
Head of Print: Maria Perez (180 Amsterdam)
Account Director: Caroline Britt (180 Amsterdam)
Art Director: Alan Von Lützau (180 Amsterdam)
Senior Art Director: Martin Terhart (180 Amsterdam)
Director: Daniel Brooks (180 Amsterdam)
Artist: Paul Kasem
Artist: Espoir Kennedy
Client: Thomas Van Schaik (adidas International)
Client: Erik Van Leeuwen (adidas International)
Media placement: Painting 1 'THE LINK' - Adidas Website, Facebook, Press And All Media Channels - June 10 2010
Media placement: Painting 2 'THE POWERHOUSE 4' - Adidas Website, Facebook, Press And All Media Channels - June 12 2010
Media placement: Painting 3 'TEAMGEIST 4-0' - Adidas Website, Facebook, Press And All Media Channels - June 13 2010
Media placement: Painting 4 ‘THE RISING SUN’ - Adidas Website, Facebook, Press And All Media Channels - June 14 2010
Media placement: Painting 5 ‘UNITE MZANSI UNITE’ - Adidas Website, Facebook, Press And All Media Channels - June 16 2010
Media placement: Painting 6 ‘THE BOMBER’ - Adidas Website, Facebook, Press And All Media Channels - June 16 2010
Media placement: Painting 7 ‘THE CLAW’ - Adidas Website, Facebook, Press And All Media Channels - June 17 2010
Media placement: Painting 8 ‘AMERICAN DREAM’ - Adidas Website, Facebook, Press And All Media Channels - June 18 2010
Media placement: Painting 9 'SOUTH AFRICA V FRANCE ' - Adidas Website, Facebook, Press And All Media Channels - June 19 2010
Media placement: Painting 10 'IN CONCERTO’ - Adidas Website, Facebook, Press And All Media Channels - June 20 2010

Describe the brief from the client
Our brief from client was to create a non-traditional, mixed-media campaign as part of adidas’ marketing push for the 2010 FIFA World Cup™.

The client wanted a different kind of branding idea that would tell the World Cup story in a real and soulful way. We started from the premise that each and every day of the tournament would offer enough real drama to create its own stories: the winners, the losers, the teams and unforgettable moments of every match.

We decided to capture these stories on the ground in South Africa and share them with the World via daily content with a uniquely African feeling and identity to celebrate the first World Cup on African soil.

Describe the challenges and key objectives
From this proposition we created ‘The Painted Journey’: daily paintings created by two brilliant African artists: Paul Junior Kasemwana and Espoir Vyizigiro Kennedy.

Out on the pitch history was made every day – a wonder goal, a penalty shoot out, pure elation, the pain of defeat, individual brilliance or team effort.

The artists painted these headline moments every day, creating an evolving art project that was reactive to the events in and around the world’s greatest tournament.

On completion each painting was photographed then published through all media channels. The actual canvasses being displayed in an ever growing exhibition to the general public in Jo’burg.

Describe how you arrived at the final design
Between June 11th and July 11th some 64 games were played on the road toward finding the team worthy of holding the World Cup.

Each match was watched, the big moments of each day being posted to Facebook where fans could vote for the moment that they felt should be painted for posterity.

Visual reference of the chosen moment was searched for and the artists briefed, each artwork being painted within 6 hours of the final whistle. The work was then captured and sent out around the World, incorporated into moving content, and prepared for the Book before being hung in the Exhibition in Johannesburg.

Give some indication of how successful the outcome was in the market
The campaign attracted a great deal attention from the international media, as well as fans of the game despite the cluttered marketplace and competition from other sports brands.

The reason it was successful was because it there was a certain integrity to the work. It was real, with its visual style and approach acknowledging that this World Cup was routed in Africa.

However, much more importantly, it had a positive impact for South Africa itself.
The paintings were sold at auction to the public, and as such over 68,000 euro has been raised for the Nelson Mandela 46664 Foundation. This is being reinvested into the local community to create a lasting legacy of Africa’s first World Cup.