Media > Use of Media
LIVING WALL
TBWA\JAPAN, Tokyo / ADIDAS / 2004
Overview
Credits
Overview
Audience
Add a further dimension to the launch of a global football campaign while cutting through the clutter of Tokyo’s saturated outdoor environment. Create a tactile experience that’s not only seen, but felt.
Effectiveness
In terms of nationwide publicity, it was the second-most written about media event in Japan in 2003. NBC even sent a camera crew from America to report on the wall, based on the buzz it had generated. Quite possibly the longest living, breathing advertising canvas ever created.
Execution
We covered the hoarding entirely in living materials: plants, vines and nearly a hectare of Kentucky pitch grass onto which a variety of football- related messages were then placed and showcased.
MediaEffort
The signature visual element of the global campaign was the vivid green of a football pitch. This not only worked well on television and in print, it was the inspiration for the Living Wall. The hoarding became the one medium we could actually pull off with live pitch grass.
MediaStrategy
Invent an entirely new medium: a living wall. To do this, we took advantage of a new and unusual hoarding along Tokyo’s most famous boulevard, Omote- Sando (212 metres long and 4.5 metres high!). The idea was to make the delivery of the message as innovative as the message itself. A world’s first. We wanted to come up with something that people could stroll along and be engaged with, in this case a gallery of football related messages.
SpecialCredits
Shintaro Hashimoto, TBWA\Japan, Art Director and last: Akinori Otani, Media Concierge, Producer
More Entries from Best Purpose-Built Media, incl. Special Events/Stunts in Media
24 items
More Entries from TBWA\JAPAN
24 items
