adidas: Super 14: Super Obsessed

2011 marks the first year that adidas has offered a full compliment of Super Rugby supporters' apparel. Rather than creating a traditional catalogue, the website showcased the new range using a mix of video and flash animation to create a series of interactive videos on the adidas Super Obsessed website.

Catalogues can easily fall into the 'boring' category, so the challenge was to create something unique, functional and offered users something with a bit of funk. Realising that showcasing the gear in the moments of fans' excitement would be a great opportunity, WhybinTBWATequila, Auckland just had to figure out a way of capturing all the energy and excitement in an experience that still allowed users to explore and interact with the merchandise.

Fans were integral in creating the online catalogue from the beginning. Using social networks, fans from around New Zealand were given the opportunity to spend the day with their Super Rugby heroes while being videoed for the interactive catalogue. They were filmed swarming players, while wearing the new merchandise. These videos were shot at 1000 frames per second. This allows website users to interact with the slow motion videos exploring each piece of Super Rugby apparel to find out more information, driving them to their local adidas store.