Title | THE HIGHEST GOAL |
Brand | ADIDAS JAPAN |
Product / Service | FOOTBALL |
Category | A09. Environmental Design |
Entrant | TBWA\HAKUHODO Tokyo, JAPAN |
Entrant Company | TBWA\HAKUHODO Tokyo, JAPAN |
Advertising Agency | TBWA\HAKUHODO Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Hirotaka Sato | Robot Communications Inc. | Production Manager |
Tomoyuki Ashinuma | Robot Communications Inc. | Movie Producer |
Hiroka Nagata | Bluecurrent Japan Inc. | PR |
Rui Kondo | TBWA\HAKUHODO | PR |
Toshio Ushihara | TBWA\HAKUHODO | PR |
Mineo Mori | TBWA\HAKUHODO | PR |
Yoshitomo Hanada | TBWA\HAKUHODO | Account Executive |
Wei-Chun Chu | TBWA\HAKUHODO | Account Director |
Toshihiro Yoshii | TBWA\HAKUHODO | Account Director |
Keisuke Shimizu | TBWA\HAKUHODO | Art Director |
Hirohumi Nakajima | TBWA\HAKUHODO | Senior Art Director |
Kaname Aratame | TBWA\HAKUHODO | Experience Designer |
Motonori Sugiyama | TBWA\HAKUHODO | Copywriter |
Takahiro Hosoda | TBWA\HAKUHODO | Associate Creative Director |
Kazoo Sato | TBWA\HAKUHODO | Executive Creative Director |
Masahiro Kataoka | Adidas Japan K.k. | Brand Marketing Manger |
Keiko Hayashi | Adidas Japan K.k. | Brand Marketing Manger |
Hiroshi Kamada | Adidas Japan K.k. | Brand Marketing Manger |
Kentaro Kawai | Adidas Japan K.k. | Brand Marketing Director |
Dave Thomas | Adidas Japan K.k. | Vice President Marketing |
Ryo Morita | ROBOT COMMUNICATIONS INC. | Production Manager |
Ryo Morita | ROBOT COMMUNICATIONS INC. | Production Manager |
Soyogi Sugiura | ROBOT COMMUNICATIONS INC. | Movie Producer |
Yoshihiro Ueno | ROBOT COMMUNICATIONS INC. | Production Manager |
Noriyuki Imoto | ROBOT COMMUNICATIONS INC. | Production Manager |
Genki Ito | Movie Director | |
Taeji Sawai | Music | |
Toyokatsu Tanno | IMAGICA Corp. | Editor |
Yukihiro Shoda | Movie Director | |
Yuuki Ono | Music | |
Sosuke Kawanishi | Rights Apartment inc. | Event Producer |
Osamu Nakano | Rights Apartment inc. | Production Manager |
Go Obayashi | Rights Apartment inc. | Production Manager |
Tomoko Tanaka | ROBOT COMMUNICATIONS INC. | Interactive Director |
Yusuke Koike | IMG SRC inc. | Web Director |
Atsushi Fujimaki | IMG SRC inc. | Art Director |
Takahiro Miyake | IMG SRC inc. | Designer |
Masanori Mori | IMG SRC inc. | Technical Director |
Yuichiro Katsume | IMG SRC inc. | Engineer |
Ryo Tanizaki | IMG SRC inc. | Engineer |
Teruo Nakanishi | IMG SRC inc. | Engineer |
Yu Aoki | IMG SRC inc. | Production Manager |
Shu Takano | S2 Factory, Inc. | System Engineer |
Jun Kuriyama | S2 Factory, Inc. | System Engineer |
The key objective is to create an event that Unites and Engages football fans throughout Japan in support of their national team. During football matches, football fans in Japan rely on their ever-present smartphones to stay connected with each other – whether at home, in sports bars, or even at the arena – and communicate real-time, collecting information and sharing reactions. The challenge was how to generate dynamic connections among these football fans.
The final qualifier for the World Cup – a must-win to earn a World Cup berth. As an official sponsor and supplier, adidas Japan wanted to turn the event into an opportunity to make a connection with its audience using the unifying theme of football.
We developed a dynamic interaction design worthy of the huge projection 200 meters above the ground. We designed 11700 different patterns combining users’ shot, the orbit of the ball and the way how the ball hit the wall, which worked in conjunction with the accuracy of throw-in through a smartphone. We also developed a simple flow for smartphones to provide the users with maximum usability. In addition, we tried to give a dynamic impression by using a creative with a sense of speed expressing the great feeling when a player threw in the ball.
The design and smart usability were very attractive. Over 1,000 people joined the event within just the first 5 minutes of the game. And they stayed on the adidas site for an average of 30 minutes. Many football fans ‘threw in’ while watching the game at home, at sports bars or outside the home. The campaign was featured in several media, and more than 500,000 people enthusiastically enjoyed the event. It also created a huge excitement on social media. There were throw-ins not only from Japan but also from around the world.