PASSION PLANETARIUM

TitlePASSION PLANETARIUM
BrandADIDAS JAPAN
Product / ServiceADIDAS BASEBALL
CategoryA06. Best Use of Special Events And Stunt/Live Advertising
EntrantTBWA\HAKUHODO Tokyo, JAPAN
Entrant Company:TBWA\HAKUHODO Tokyo, JAPAN
Advertising Agency:TBWA\HAKUHODO Tokyo, JAPAN

Credits

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

Results and Effectiveness

“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.

Creative Execution

“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).

Insights, Strategy and the Idea

“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.