Adidas: The Highest Goal

The final qualifier for the World Cup – a must-win to earn a World Cup berth. As an official sponsor and supplier, adidas Japan K.K. wanted to turn the event into an opportunity to make a connection with its audience using the unifying theme of football. The objective was to create an event that Unites and Engages football fans throughout Japan in support of their national team and generate dynamic connections among football fans in support of their team. To achieve the object, TBWAHakuhodo Japan created an event that was both impactful live but could also be shared and engaged with via smartphone. The solution was an interactive projection 200 meters above the ground in Tokyo on the day of a crucial game for the national team. Fans could use their smartphone to virtually ‘throw in’ a soccer ball towards the projection – a massive video of Japan star forward Shinji Kagawa, who plays for Manchester United, projected on the wall of a high-rise building. Kagawa received the ball and made a shot on goal. The thrower’s facebook profile photo and support message were also projected. The latest campaign offered participants a virtual experience of assisting Japan national team member Shinji Kagawa. The campaign helped football fans realize they are part of the team and contributed to engaging them further. Furthermore, the wowing experience of assisting Kagawa up in the sky of Roppongi was spread and shared automatically via social media. The campaign brought together adidas, the official supporter, and football fans through the historic game of the Japan national team.