The Brief

“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.

Describe how the promotion developed from concept to implementation

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).

Describe the success of the promotion with both client and consumer including some quantifiable results

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. Passion for sports, making the world stronger.

Explain why the method of promotion was most relevant to the product or service

Tokyo Dome, a home ground for YOMIURI GIANTS, is a sanctuary for all Japanese Baseball lovers. Due to earthquake in March, 2011 season of Japanese professional baseball opening was postponed for months. It was important to empower nation as well as the fans through the power of baseball, and prove that passion can make the nation stronger after disaster. Thus the activation needed to be large enough for all fans to see, and unprecedented for baseball fans (and media ) to spread the news.