Short List
Product / ServiceFOOTBALL
CategoryA09. Environmental Design
Entrant Company TBWA\HAKUHODO Tokyo, JAPAN
Advertising Agency TBWA\HAKUHODO Tokyo, JAPAN

Brief Explanation

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 Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.


Name Company Position
Hirotaka Sato Robot Communications Inc. Production Manager
Tomoyuki Ashinuma Robot Communications Inc. Movie Producer
Hiroka Nagata Bluecurrent Japan Inc. PR
Toshio Ushihara 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