adidas SKY COMIC

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Titleadidas SKY COMIC
Brandadidas JAPAN
Product / Serviceadidas FOOTBALL
CategoryA09. Environmental Design
Entrant Company:TBWA\HAKUHODO Tokyo, JAPAN
Design/Advertising Agency:TBWA\HAKUHODO Tokyo, JAPAN



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 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
TERU mashcomix Illustrator
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

Brief Explanation

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 Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.