| Title | PASSION PLANETARIUM |
| Brand | ADIDAS JAPAN |
| Product / Service | ADIDAS BASEBALL |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | TBWA\HAKUHODO Tokyo, JAPAN |
| Entrant Company: | TBWA\HAKUHODO Tokyo, JAPAN |
| Advertising Agency: | TBWA\HAKUHODO Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Kazoo Sato | TBWA\Hakuhodo | Executive Creative Director |
| Hideyuki Tanaka | TBWA\Hakuhodo | Creative Director |
| Masaharu Kumagai | TBWA\Hakuhodo | Copywriter |
| Haruhito Nisawadaira | TBWA\Hakuhodo | Art Director |
| Hirofumi Nakajima | TBWA\Hakuhodo | Art Director |
| Masaru Uemura | TBWA\Hakuhodo | Art Director |
| Wei-Chun Chu | TBWA\Hakuhodo | Agency Producer |
| Kaname Aratame | TBWA\Hakuhodo | Planner |
| Shintaro Takeuchi | TBWA\Hakuhodo | Planner |
| Mineo Mori | TBWA\Hakuhodo | Planner |
| Yuki Fukui | TBWA\Hakuhodo | Planner |
“22,000+ fans participated, spreading news across the nation” More than 22,000 baseball fans filled the stadium and all deeply moved by the messages sent from the victims in the hardest-hit northeast coast. Its news spread instantly across various social media and attracted nation-wide media attention as an unprecedented attempt. adidas proved that through the power of sport, you can inspire a nation.
“Passion Planetarium - The World’s Biggest Planetarium – “ Collect passionate messages from the GIANTS fans, players, and managers, and project them on the ceiling of Tokyo Dome, in the hope to light up the dark skies of a troubled country. 20 giant hi-spec projectors were brought inside the stadium to illuminate the ceiling, and thousands of baseball fans were given exclusive access to the field to witness the world’s biggest planetarium. (Height: 60meters, Length: 100meters).
“How can the power of baseball re-empower Japan? ” In March 2011, just before the professional baseball season began, Japan was hit by a devastating earthquake and tsunami. adidas and YOMIURI GIANTS needed to come up with a unique event to empower Japan at an ‘unprecedented’ place, in an ‘unprecedented’ way.