REINVENTING THE AUTOGRAPH

Short List
TitleREINVENTING THE AUTOGRAPH
BrandADIDAS
Product / ServiceSPORTSWEAR
CategoryA03. Ambient media: large scale
EntrantTBWA\SINGAPORE, SINGAPORE
Entrant Company TBWA\SINGAPORE, SINGAPORE
Advertising Agency TBWA\SINGAPORE, SINGAPORE
Production Company SIX TOES Singapore, SINGAPORE

Credits

Name Company Position
Hagan de Villiers TBWA/Singapore Creative Director
James Holman TBWA/Singapore Copywriter
Nuno Teixeira TBWA/Singapore Art Director
Peter Etheridge TBWA/Singapore Account Director
Steven Watson TBWA/Singapore Planner
Haydn Evans Six Toes Singapore Executive Producer
Erasmus William Six Toes Singapore Videographer/Editor
Ed Cryer TBWA/Singapore Videographer/Sound
Jake Tesoro TBWA/Santiago Mangada Puno Creative Team
Nino Reyes TBWA/Santiago Mangada Puno Creative Team
Francis Bagnes TBWA/Santiago Mangada Puno Agency Producer
Anne Rodriguez TBWA/Santiago Mangada Puno Agency Producer
Maan de la Cruz TBWA/Santiago Mangada Puno Agency Producer
TBWA/Santiago Mangada Puno Technical Development
Tadpole Inc Technical Directors
RSA Event Logistics

The Brief

Autograph sessions are the same the world over. Fans line up. The star signs something. And the fans go home. But when NBA all-star Dwight Howard came to Manila, we needed to create an event that was as unpredictable as Dwight is, on and off the court.

Creative Execution

Dwight was essentially signing autographs with the ball, instead of a pen. Each individual autograph was then printed onto an adidas shirt, and handed to the fan as they came off court, giving them something truly personal to take home.

Describe the creative solution to the brief/objective.

Each fan got to play one-on-one against Dwight, and while they were trying to defend the basket, adidas was using existing ball-tracking technology to create an autograph from the gameplay.

Results

An estimated 4000 fans turned up for a chance to take part in the session, which was covered on three TV channels, in the biggest newspapers in The Philippines, as well as on NBA.com and dozens of basketball blogs and fan forums. Figures courtesy of GreenBulb PR.