A blog for the New Zealand creative advertising industry, now at www.campaignbrief.com/nz. Email news to: michael@campaignbrief.com

Monday, December 12, 2005

adidas - be the ball

BE THE BALL: ADIDAS NEW ZEALAND KICKS MATCH BALL FOR FIFA WORLD CUP 2006 INTO ORBIT

At a launch in Auckland on Saturday 10 December 2005 adidas New Zealand, via agency Whybin TBWA, launched the match ball for FIFA World Cup 2006 by turning a 'SKY SCREAMER' into the match ball [+Teamgiest] itself.

Situated at the 'Sky Screamer' site in the heart of Auckland City, the 2.5m high ball sits in front of a giant billboard featuring Liverpool Captain and English team member Steven Gerrard, giving the impression the footballer is kicking the adidas match ball.

Designed to create impact and a true 'Impossible is Nothing' experience, adidas New Zealand Managing Director Greig Bramwell said the ball will let the people of New Zealand be part of the World's largest sporting event.

"When the original concepts were developed, we felt it was important for people to experience the +Teamgiest, not just be there to look at. And so 'Be the Ball' was born. 'Be the Ball' lets people learn, interact and in a unique way enjoy what it is like to be kicked at over 170 Kmph by Steven Gerrard.

"When inside the ball the person will experience a true sound and visual experience.

"The ball was produced by firstly moulding fibreglass around a weather balloon. The ball was then built around an original Sky Screamer pod. We tested and tested and then again tested before being ready to launch."

Produced by Whybin\TBWA Auckland as part of 180\TBWA alliance, 'Be the Ball' was modeled from the actual adidas +Teamgiest ball. The 'Ball' and billboard becomes the largest outdoor advertising site in the country.

The launch of the Match Ball follows adidas' global launch of its campaign for the FIFA World Cup 2006: +10.

"The +10 campaign is purely about team, which is what adidas stands for. It is not about flashy individual demi-gods, it is about yourself plus 10 other team- mates who have a common purpose, working on the insight of 'Together I am Strong'"

"In football, the match ball is the central focus outside of the players. Much emphasis has been placed on the ball and also the Predator boot to enable quality fusion between both products. Combined this fusion will assist the player to perform.

New Zealanders can 'Be the Ball' from 10-27 December by buying any official adidas FIFA World Cup football or pair of adidas Predator football boots from any Auckland Rebel Sport store.

Mark Cochrane
Whybin\TBWA
Level 2, 11 Mayoral Drive
Auckland
P +64 9 366 6266
M +64 275 427 321
F +64 9 366 6110
E mark.cochrane@whybintbwa.co.nz

TBWA\ = DISRUPTION
To see how disruption has given our clients a bigger share of the
future go to www.tbwa.com/index.php/disruption

19 Comments:

Anonymous Anonymous said...

Nice idea Whybins... but you probably didn't need to explain your creative rational to us in such detail. Also you probably could have dropped the 'call-to-action' at the end as well.

4:05 PM NZDT

 
Anonymous Hard boiled said...

Is it true there is Blood on the floor at Mayoral Drive?

4:12 PM NZDT

 
Anonymous Anonymous said...

To sum up: We did a ball

7:23 PM NZDT

 
Anonymous Anonymous said...

Sorry: We done a ball

7:23 PM NZDT

 
Anonymous Anonymous said...

"When the original concepts were developed, we felt it was important for people to experience the +Teamgiest, not just be there to look at. And so 'Be the Ball' was born.

What utter wank.

10:21 PM NZDT

 
Anonymous Anonymous said...

That's a wicked thought. Way smarter than the aerial soccer on a billboard thing.

Would have to get my vote for best nz idea of the year.

congrats, Josh

11:23 PM NZDT

 
Anonymous Anonymous said...

That's a wicked thought. Way smarter than the aerial soccer on a billboard thing.

Would have to get my vote for best nz idea of the year.

congrats, JoshM

11:24 PM NZDT

 
Anonymous Anonymous said...

I reckon it's a pretty choice idea too. The photos do it more justice - check out campaign brief's blog.

8:42 AM NZDT

 
Anonymous Anonymous said...

Go Carroty!

9:22 AM NZDT

 
Anonymous Anonymous said...

That would be Teamgeist not giest

11:45 AM NZDT

 
Anonymous Anonymous said...

This is a great place for talking things up, isn't it. Nice to see some positivity from everyone. Must be Christmas.

12:35 PM NZDT

 
Anonymous Anonymous said...

Emerging talent? How many good things do you need though - More than one?

12:44 PM NZDT

 
Anonymous Anonymous said...

What's emerging talent got to do with it?

12:58 PM NZDT

 
Blogger dubsie said...

Did Carroty do this?
That's a wicked concept.
Congratulations!!!
That's an Axis for sure.

12:59 PM NZDT

 
Anonymous Anonymous said...

Who's carroty?

2:00 PM NZDT

 
Anonymous Anonymous said...

A two-headed creativity monster

2:47 PM NZDT

 
Anonymous Anonymous said...

i don't get it.

7:06 PM NZDT

 
Anonymous Anonymous said...

Is that you Andrea?

9:54 AM NZDT

 
Anonymous Anonymous said...

No it's me - Baylo....

10:31 AM NZDT

 

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