ADIDAS / TEAMGEIST
17 November 2009
Sporting colossus adidas has gone digital to celebrate the spirit of their homeland with the launch of the Germany World Cup 2010 football kit
Placing 'Die Mannschaft' captain Michael Ballack
and star players in a noirish graphic novel, the site features a
strategy soccer game as players help the team recreate past glories.
Stockholm-based agency North Kingdom created the 'Teamgeist' site and campaign, which also features an Augmented Reality interactive graphic novel and a dedicated blog.
''Teamgeist' is communicating how the history and identity of the German national team is connected to the design of the adidas national team jersey.' said David Eriksson, CEO and creative director at North Kingdom.
Strong storyboarding and beautifully rendered cityscapes are a striking feature of the campaign, which is the first for the company to be led by digital content.
Visitors to www.adidas.com/teamgeist help the team win back their identity and celebrate German victories after players become lost in 'blank' jerseys.
Players restore the kit's national emblem and three World Cup-winning stars by winning the online game, recreating trophy wins of 1954, '74 and '90.
Comic book content has been a successful vein for adidas in the past, with basketball web films by Free Darko causing a stir in the US earlier in the year.
With all surrounding media pointing toward the Teamgeist site, content had to be similarly strong and North Kingdom has not disappointed.
The strategy game and behind the scenes footage add the stickiness to engage visitors, while the comic noir scenes perfectly backlight the German team's famous ruthless power and efficiency and reflect the tension building before the next World Cup.
www.adidas.com/teamgeist
Stockholm-based agency North Kingdom created the 'Teamgeist' site and campaign, which also features an Augmented Reality interactive graphic novel and a dedicated blog.
''Teamgeist' is communicating how the history and identity of the German national team is connected to the design of the adidas national team jersey.' said David Eriksson, CEO and creative director at North Kingdom.
Strong storyboarding and beautifully rendered cityscapes are a striking feature of the campaign, which is the first for the company to be led by digital content.
Visitors to www.adidas.com/teamgeist help the team win back their identity and celebrate German victories after players become lost in 'blank' jerseys.
Players restore the kit's national emblem and three World Cup-winning stars by winning the online game, recreating trophy wins of 1954, '74 and '90.
Comic book content has been a successful vein for adidas in the past, with basketball web films by Free Darko causing a stir in the US earlier in the year.
With all surrounding media pointing toward the Teamgeist site, content had to be similarly strong and North Kingdom has not disappointed.
The strategy game and behind the scenes footage add the stickiness to engage visitors, while the comic noir scenes perfectly backlight the German team's famous ruthless power and efficiency and reflect the tension building before the next World Cup.
www.adidas.com/teamgeist
Weekly Newsletter /
Most Contagious /
COMMENTS /