Title | THE HIGHEST GOAL |
Brand | ADIDAS JAPAN |
Product / Service | FOOTBALL |
Category | A05. Best Use of Ambient Media: Large Scale |
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 |
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 |
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.
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.
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.