Adidas: BALL-MAN, SHINJUKU ADIDAS UNITED

Credits & Description:

Advertiser: ADIDAS JAPAN K.K.
Agency: OGILVY & MATHER JAPAN
Category: Best Use of Other Digital Media in a Promotional Campaign
Creative Director: Federico Garcia (Ogilvy And Mather Japan)
Executive Creative Director: David Morgan (Ogilvy And Mather Japan)
Account Director: Hirotoshi Kumamori (Ogilvy Action Japan)
Director: Kosuke Hashijima (Ogilvy And Mather Japan)
Account Executive: Mai Saito (Ogilvy Action Japan)
Senior Activation Executive: Mitsuhiro Nasu (Ogilvy Action Japan)
Account Executive: Takuya Murakami (Ogilvy Action Japan)
Art Director: Chie Katayama (Ogilvy And Mather Japan)
Client Account Director: Hirobumi Suzuki (Adidas Japan K.k.)
Creative Director: Kosuke Hashijima (Ogilvy And Mather Japan)
Copywriter: Hono Nakano (Ogilvy And Mather Japan)
Copywriter: Tomoyuki Obata (Ogilvy And Mather Japan)

Implementation
Shinjuku is one of the most competitive shopping districts in Tokyo and hence, the planet. Even a three-story high shop like the Adidas Flagship Store has trouble standing out. To drive people to it, we gave 'old' football a little bit of a Tokyo twist. Behold the Adidas Ballman!

Outcome
540,000 people saw the Ball-man and thousands of people actually had a chance to contact with the Ball-man. As a result, more people than usual visited and in the Shinjuku store.

Relevancy
The idea was very simple. We placed our ballman on the field. Every time someone took a picture in front of him making a kick, a pass was made. Each pass drove the ballman closer to the store. When it finally reaches the store, Tokyo Adidas United scores, and everybody wins.

Client Brief Or Objective
Shinjuku Adidas UnitedShinjuku is the field. Tokyoites, the team. The objective: Score a collective goal.