Media > Use of Media
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 it receive the most amount of publicity of any advertisment in Japan in 2003, it made the front cover of the Wall Street Journal (globally) as well as major news, sports and entertainment broadcasts in 90 plus countries world-wide, 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 10 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 lended itself naturally to 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
The idea was to make the delivery of the message as innovative as the message itself. (Young adult males are among the most jaded, street-wise consumers in Japan.) Due to its omnipresence, outdoor here is largely invisible. We needed to come up with something that would literally stop people in their tracks. 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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