|Title||adidas SKY COMIC|
|Product / Service||adidas FOOTBALL|
|Category||A09. Environmental Design|
|Entrant||TBWA\HAKUHODO Tokyo, JAPAN|
|Entrant Company:||TBWA\HAKUHODO Tokyo, JAPAN|
|Design/Advertising Agency:||TBWA\HAKUHODO Tokyo, JAPAN|
|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|
|Masaharu Kumagai||TBWA\HAKUHODO||Copy Writer|
|Taro Sato||TBWA\HAKUHODO||Account Director|
|Shintaro Takeuchi||TBWA\HAKUHODO||Agency Digital Planner|
|Soichi Shirakawa||addidas JAPAN||Advertiser's Supervisor|
|FORMES, Tokyo||Digital Production Company|
|Jun Ino||FORMES||Interactive Art Director|
|Keitaro Takahashi||FORMES||Technical Director|
|Shunsuke Ohba||FORMES||Flash Developer|
|Atsushi Shimomura||Sosa., Inc.||Sound Designer|
|MONSTER ULTRA, Tokyo||Production Company|
|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|
|Shuhei Kaminaga||Orb-it||Comic Artist Coordination|
|Takeshi Hara||Magic Touch Japan||Printing Director|
By connecting with the school aged audience and inspiring them to come together and get behind the national team on their journey to world cup, adidas wanted to create excitement for the Japan national team in an environment when a lot of people had lost interest and belief that Japan could win at the World Cup.
The objectives of this project was to show the massive support to the Japan Football national team in an authentic, honest, inspirational, innovative and passionate way leading up to 2010 World Cup in South Africa.
The Sky Comic, which spans 13 cities over five weeks, is the creation of 13 massive 300 square meter individual comic strip panels that are painted by football fans and national team supporters from all over Japan. A camera rigged to a remote controlled balloon is then taken up and the individual panels are photographed from the sky. As the final piece of 13 massive comic frames, each featuring the individual members of the National Team along with messages of encouragement from supporters, were combined into not only an amazing show of support but also the world’s largest comic strip.
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.