Title | SKY COMIC |
Brand | ADIDAS JAPAN |
Product / Service | ADIDAS FOOTBALL |
Entrant | TBWA\HAKUHODO Tokyo, JAPAN |
Entrant Company: | TBWA\HAKUHODO Tokyo, JAPAN |
Advertising Agency: | TBWA\HAKUHODO Tokyo, JAPAN |
Credits |
Name | Company | Position |
---|---|---|
Kazoo Sato | TBWA\HAKUHODO | Senior Creative Director |
Hideyuki Tanaka | TBWA\HAKUHODO | Associate Creative Director |
Hirofumi Nakajima | TBWA\HAKUHODO | Senior Art Director |
Katsuhiro Shimizu | TBWA\HAKUHODO | Senior Art Director |
Haruhito Nisawadaira | TBWA\HAKUHODO | Art Director |
Keisuke Shimizu | TBWA\HAKUHODO | Designer |
Masaharu Kumagai | TBWA\HAKUHODO | Copy Writer |
Taro Sato | TBWA\HAKUHODO | Account Director |
Shintaro Takeuchi | TBWA\HAKUHODO | Digital Planner |
Jun Ino | Formes | Interactive Art Director |
Keitaro Takahashi | Formes | Technical Director |
Shunsuke Ohba | Formes | Flash Developer |
TERU | mashcomix | Illustrator |
Atsushi Shimomura | Sosa., Inc. | Sound Designer |
Kentaro Kinoshita | Monster Ultra | Producer |
Makiko Okada | Monster Ultra | Producer |
Hideki Harada | Monster Ultra | Production Manager |
Mona Yamamoto | Monster Ultra | Production Manager |
Ippei Watanabe | Cocoon | Behind-the-scenes Producer |
Hiromi Watanabe | Behind-the-scenes Director |
In order to inspire and unite the country in a massive show of support for the Japan National Football Team on their journey to the 2010 FIFA World Cup South Africa, through the collaboration of supporters from all over Japan, we created an inspirational and world record-setting send-off in the form of a giant comic strip that the National Football team could view from the plane as they departed to South Africa.
Marketing campaigns often receive accolades and awards, but it isn’t often that they set a world record in the process. And the best part of this project is making FIFA world cup meaningful to children. Approximately 13,000 school aged supporters participated to Sky Comic event took place at 13 cities. Over 50,000 people were involved in project digitally. And the project generated over US$ 6,600,000 worth of earned media with 0 investments in paid media.
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 entire 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.