Adidas Promo, Case study SKYCOMIC by Formes, Japanese Monster, TBWA\Hakuhodo Tokyo

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SKYCOMIC

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Industry Sportswear, Athletic Footwear & Accessories, Sports Teams & Events
Media Promo & PR, Case study
Market Japan
Agency Formes
Agency Japanese Monster
Agency TBWA\Hakuhodo Tokyo
Associate Creative Director Hideyuki Tanaka
Creative Director Kazoo Sato Associate Creative Director
Art Director Haruhito Nisawadaira
Copywriter Masaharu Kumagai
Designer Keisuke Shimizu Tbwa\hakuhodo
Producer Kentaro Kinoshita, Makiko Okada
Illustrator Teru Chifusa
Released September 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: ADIDAS
Product/Service: ADIDAS FOOTBALL
Creative Director: Kazoo Sato (TBWA HAKUHODO)
Associate Creative Director: Hideyuki Tanaka (TBWA HAKUHODO)
Senior Art Director: Hirofumi Nakajima (TBWA HAKUHODO)
Senior 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

Summary of the Campaign
The SKYCOMIC was made to support the Japan Football Team on their journey to the 2010 FIFA World Cup in South Africa. We created thirteen 300 square meter comic strip panels totalling approximately 3,900 square meters (42,000 square feet) - a Guinness World Record.
Each panel was based on a player and created in his hometown. 63,000 school children, parents and fans nationwide helped paint the panels or support the effort online. Aerial photographs were put online along with behind-the-scenes videos, photos, and fan messages. The team could view the entire giant comic strip from their airplane as they departed Tokyo.

The Situation
It was very difficult start. Japan was unable to win a single game in the international matches. The supporters were disappointed by poor performance. The excitement was fading fast, and the Japan national team and fans were losing a hope of a victory in FIFA World Cup. Something had to be done.

The Goal
The objectives of this project was to show the massive support to the national team in an authentic, honest, inspirational, innovative and passionate way. By connecting with the school aged audience and inspiring them to come together and get behind the national team on their journey to the World Cup, adidas wanted to create excitement for the Japan national team in an environment where a lot of people had lost interest and belief that Japan could win at the World Cup.

The Strategy

This campaign strongly built the bond between the team and fans by changing spectators to participants. An idea that stirs anticipation for the World Cup and gives a sense of unity. It had to be a "project" that could create a movement rather than advertising campaign with standard films or prints. It had to be something that people can be involved in and participate to create a tangible and epic send-off for the team.

Execution
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 website where the 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.

Documented Results
Approximately 13,000 school aged supporters participated to Sky Comic event took 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.