Results and Effectiveness

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.

Creative 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 entire story comes together. 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.

Insights, Strategy and the Idea

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. 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.