| Title | REINVENTING THE AUTOGRAPH |
| Brand | ADIDAS |
| Product / Service | SPORTSWEAR |
| Category | B03. Consumer Products (incl. durable goods) |
| Entrant | TBWA\SINGAPORE, SINGAPORE |
| Entrant Company | TBWA\SINGAPORE, SINGAPORE |
| Advertising Agency | TBWA\SINGAPORE, SINGAPORE |
| 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 | Executive Producer |
| Erasmus William | Six Toes | 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 |
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.
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. 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.
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.