Bronze Spike

Case Film

Presentation Board

Product / ServiceFOOTBALL
CategoryA05. Best Use of Ambient Media: Large Scale
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
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
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

Results and Effectiveness

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.

Creative Execution

Games of the Japan national football team attract a great deal of attention. Especially, the match against Jordan on March 26 received considerable public attention as Japan competed for a chance to secure a berth in the next World Cup. A lot of Japanese media often interview football fans on the streets during matches. In order to take advantage of the situation, we used the wall of an eye-catching high-rise building in Tokyo’s Roppongi entertainment district as media, projecting gigantic images onto the wall. The campaign created a great PR opportunity, catching the attention of many people and media.

Insights, Strategy and the Idea

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. The target audience was football fans in Japan. During football matches, they 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 and generate dynamic connections among football fans in support of their team. To achieve this, we needed to create an event that was both impactful live but could also be shared and engaged with via smartphone.