| Title | BE A STRONGHOLD |
| Brand | PUMA JAPAN |
| Product / Service | PUMA FOOTBALL |
| Category | C01. Web Banner |
| Entrant | BEACON/LEO BURNETT Tokyo, JAPAN |
| Entrant Company | BEACON/LEO BURNETT Tokyo, JAPAN |
| Advertising Agency | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Production Company | PUZZLE Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Shunsuke Kakinami | Beacon/Leo Burnett Tokyo | Creative Director |
| Tomonori Oki | Beacon/Leo Burnett Tokyo | Technical Director |
| Yongbom Seo | Beacon Communications K.k. | Agency Producer |
| Yusuke Morotomi | Beacon/Leo Burnett Tokyo | Art Director |
| Ryutaro Seki | Dentsu Inc. | Copywriter |
| Masayoshi Kato | Beacon/Leo Burnett Tokyo | Creative Planner |
| Tomoki Hamamoto | Beacon/Leo Burnett Tokyo | Strategic Planner |
| Sukbong Lim | Beacon/Leo Burnett Tokyo | Account Executive |
| Norio Serizawa | Beacon/Leo Burnett Tokyo | Account Director |
| Yukimasa Okadaa | Puzzle | Producer |
| Shinjiro Ono | Puzzle | Producer |
| Hideki Hosokawa | Puzzle | Production Manager |
| Takamichi Saito | Puzzle | Production Manager |
| Kei Yamada | Puzzle | Flash Engineer |
| Kohei Yamamoto | Spfdesign Inc. | Designer |
| Jun Komatsu | Uniba Inc. | Technical Director |
| Kentaro Mizutani | Uniba Inc. | Flash Engineer |
| Masako Urata | TREND/PRO | Director |
| Ryura | TREND/PRO | Illustrator |
| Yuki Ono | Wondrous Inc | Sound Designer |
Once you meet the banner ad, you are required to defend the Japanese goalmouth as a stronghold against existing world-class strikers. Your actions are captured by webcam, instantly analyzed and converted into actions on that football pitch. The shots made to various directions by the existing rivals are exactly at the same speeds as their actual ones on real pitches. This banner physically lets you play the real world-class football. Moreover, your unique battle on the banner can be shared onto facebook and twitter, generating new traffics of 'from SNS to the banner ad'.
In two weeks, about 230,000 people experienced the real world-class football on the banner. And 37% of players came via its new traffic route of “from SNS to the banner ad”.
As the FIFA World Cup 2014 was getting close, many Japanese hoped not only to cheer their national team but also to play themselves against the world together. And Puma wanted to involve them by responding to their aspirations at this momentum. The strategy we set was to have them physically play real-world-class football against their existing rivals on the banner ad. Introducing 'BANNER FOOTBALL', one that turns the banner-ad space into an actual football pitch.