TBWA\HAKUHODO and adidas Japan, in preparation for the upcoming 2010 FIFA World Cup South Africa, launched the next phase of World Cup activities with “adidas Sky Comic” project. The project, which spans 13 cities over five weeks, is a creation of 13 massive 300 square meter individual comic strip panels that are painted by football fans and national team supporters from all over Japan. A camera rigged to a remote controlled balloon is then taken up and the individual panels are photographed from the sky and uploaded to a dedicated adidas and JFA website (www.adidas.co.jp/JFA) where the entire story comes together as a digital comic book (www.adidas.co.jp/JFA/skycomic). adidas Sky Comic will culminate on May 25 with the individual panels being assembled into a single giant comic strip at Haneda Airport, measuring over 3500 square meters, as a gesture of support to Japan’s National Team as they depart to compete in the FIFA World Cup South Africa. The giant comic strip will remain at Haneda Airport for two days for travelers to view as they arrive and depart.
“We are excited that we have been able to evolve the story from one about how the team jerseys can help the Japan team perform better to one that is inspiring supporters to come together and get behind the team on their journey to the World Cup,” said Dave Thomas, Vice President, Sport Performance adidas Japan. “By focusing on schools and regions which the team members are from, we have been able to engage the public in a sincere and innovative way to further reinforce why adidas is the leading football brand from the national level to a grassroots level.”
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The first panel was created Tuesday April 20, featuring Takayuki Morimoto. It took place at Morimoto’s home town of Kanagawa at the elementary school he graduated from. Students, teachers and parents were invited to paint the panel as well as write messages of support for the National Team. Additional panels, each featuring a different player and their unique part of the story, have been created at their repective home towns across Japan.
The final panel will be created on May 22 where it will be an open-event, encouraging all supporters from all over Japan to participate.