Media > Target Audience
VERTICAL FOOTBALL
TBWA\JAPAN, Tokyo / ADIDAS / 2004
Awards:
Overview
Credits
Overview
Audience
Add fuel to the launch of a global football campaign while facing the most cluttered outdoor market on the planet.
Effectiveness
Not only did thousands of youths stop and gawk every day, the buzz these billboards created made the front cover of the Wall Street Journal (globally) as well as major news, sports and entertainment broadcasts in more than 90 countries worldwide, earning over US$83 million dollars in free publicity.
Execution
For the first time in history, the beautiful game was taken to death-defying heights, with two players and a ball suspended by ropes ten stories above the ground and at a 90-degree angle to the ‘pitch’.
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, but enabled us to get very innovative with the world’s oldest medium: outdoor. The campaign theme of 'Own the game' was also further strengthened by the headline on the billboard pitch: 'Own the passion and you own the game'.
MediaStrategy
Turn the oldest medium in the world into the most innovative. Due to its omnipresence, outdoor here is largely invisible. We needed to come up with something that would literally stop people in their tracks. (Humans had never been attached to billboards here before.) Creating the world’s first vertical pitch on billboards peering down upon the trendy retail areas of Shibuya (Tokyo) and Dotonbori (Osaka) succeeded far beyond expectations.
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