International Award for Adidas Campaign
TBWA\Whybin Nets International Award for Adidas Campaign
Wednesday, May 16th, 2006: Advertising agency TBWA\Whybin's ground breaking work for adidas New Zealand has received yet another international accolade; a Gold Award and 'Grande Clio' (Best in Show; 'Innovative Media' category) at the prestigious Clio Awards in South Beach, Miami.
The adidas campaign, known as 'Be the Ball', has already received Silver at ADFEST (Thailand), Bronze at the Media Spikes (Asian Advertising Awards), and a New York One Show Bronze pencil. In addition, it is nominated for a Silver pencil at the British D&AD (Design and Art Direction) Awards, scheduled to take place next week. And in June, the 2006 Cannes Lions Advertising Festival will acknowledge adidas as client of the year for its brave, innovative, and often breathtaking advertising. TBWA\Whybin has outperformed all other local agencies on the international advertising scene in 2006.
"We're known in many ways for our long running, highly successful, and much loved 'Goldstein' campaign for ASB; a campaign which has been voted 'People's Choice' by New Zealanders three years in a row. On the back of our Stand In Black campaign for the DHL 2005 Lions Tour, we're thrilled that our ground breaking work for the brand is again being lauded, this time by the elite worldwide advertising fraternity," says David Walden, Group Chief Executive Officer for TBWA\Whybin.
The December launch of the '+teamgeist' 2006 Fifa world cup soccer ball, here in New Zealand, was a world first. It involved an innovative reverse bungee 'Sky screamer', transformed into a giant adidas matchball. The ball was positioned directly in front of New Zealand's largest ever billboard (another milestone)-which featured an action shot of Liverpool and England mid field player Steven Gerrard.
The bungee ball, on first glance, appeared as though it was going to be blasted into the net. Fans who bought a matchball were then given the opportunity to literally 'be the ball'.
They were strapped inside, bungee cords were pulled tight and a match commentary was broadcast not only to participants within the ball itself but by loudspeaker to astonished onlookers. At the exact moment in the game when Gerrard was about to strike the ball it was fired into the air at a heart-stopping 0-170kmh in 2 seconds.
The sights, sounds, screams and shouts of the people inside were recorded by an in-ball camera onto a DVD, which people could take away. Ironically, on launch day, All Black and adidas sportsman, Dan Carter, was first inside the ball.
The creative team consisted of Guy Roberts, Karen Maurice O'Leary, Verity Butt, and Zayed Siddique. 'World Famous in New Zealand', as they say. Now, world famous, worldwide.