Adidas DM, Case study REINVENTING THE AUTOGRAPH by TBWA\ Singapore

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REINVENTING THE AUTOGRAPH

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Industry Sportswear, Athletic Footwear & Accessories
Media Direct marketing, Case study
Market Singapore
Agency TBWA\ Singapore
Production SIX TOES
Released March 2014

Awards

Spikes Asia, 2014
Direct PRODUCT/SERVICE: CONSUMER PRODUCTS (INCL. DURABLE GOODS) Silver Spike
Promo & Activation PROMO & ACTIVATION: PRODUCT/SERVICE: CONSUMER PRODUCTS (INCL. DURABLE GOODS) Silver Spike

Credits & Description

CLIENT ADIDAS
PRODUCT SPORTSWEAR
ENTRANT TBWA\SINGAPORE, SINGAPORE
TYPE OF ENTRY PRODUCT/SERVICE
CATEGORY CONSUMER PRODUCTS (INCL. DURABLE GOODS)
TITLE REINVENTING THE AUTOGRAPH
PRODUCT/SERVICE SPORTSWEAR
ENTRANT COMPANY : TBWA\SINGAPORE, SINGAPORE
ADVERTISING AGENCY : TBWA\SINGAPORE, SINGAPORE
PRODUCTION COMPANY : SIX TOES SINGAPORE, SINGAPORE
HAGAN DE VILLIERS TBWA/SINGAPORE CREATIVE DIRECTOR
JAMES HOLMAN TBWA/SINGAPORE COPYWRITER
NUNO TEIXEIRA TBWA/SINGAPORE ART DIRECTOR
PETER ETHERIDGE TBWA/SINGAPORE ACCOUNT DIRECTOR
STEVEN WATSON TBWA/SINGAPORE PLANNER
HAYDN EVANS SIX TOES EXECUTIVE PRODUCER
ERASMUS WILLIAM SIX TOES VIDEOGRAPHER/EDITOR
ED CRYER TBWA/SINGAPORE VIDEOGRAPHER/SOUND
JAKE TESORO TBWA/SANTIAGO MANGADA PUNO CREATIVE TEAM
NINO REYES TBWA/SANTIAGO MANGADA PUNO CREATIVE TEAM
FRANCIS BAGNES TBWA/SANTIAGO MANGADA PUNO AGENCY PRODUCER
ANNE RODRIGUEZ TBWA/SANTIAGO MANGADA PUNO AGENCY PRODUCER
MAAN DE LA CRUZ TBWA/SANTIAGO MANGADA PUNO AGENCY PRODUCER
TBWA/SANTIAGO MANGADA PUNO TECHNICAL DEVELOPMENT
TADPOLE INC TECHNICAL DIRECTORS
RSA EVENT LOGISTICS
Describe the brief from the client:
Autograph sessions are the same the world over. Fans line up. The star signs something. And the fans go home. But when NBA all-star Dwight Howard came to Manila, we needed to create an event that was as unpredictable as Dwight is, on and off the court.
Creative Execution:
Dwight was essentially signing autographs with the ball, instead of a pen. Each individual autograph was then printed onto an adidas shirt, and handed to the fan as they came off court, giving them something truly personal to take home.
Describe the creative solution to the brief/objective.
Each fan got to play one-on-one against Dwight, and while they were trying to defend the basket, adidas was using existing ball-tracking technology to create an autograph from the gameplay.
Describe the results in as much detail as possible.
An estimated 4000 fans turned up for a chance to take part in the session, which was covered on three TV channels, in the biggest newspapers in The Philippines, as well as on NBA.com and dozens of basketball blogs and fan forums. Figures courtesy of GreenBulb PR.