Sky Comic

May 2010

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 ( where the entire story comes together as a digital comic book ( 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.

Website Production: Formes inc.

Ambient advertisment created by TBWA, Japan for Adidas, within the category: Fashion.

Advertising Agency: TBWA Hakuhodo, Japan
Creative Director: Kazoo Sato
Copywriters: Hideyuki Tanaka, Masaharu Kumagai
Art Directors: Hirofumi Nakajima, Haruhito Nisawadaira, Katsuhiro Shimizu, Keisuke Shimizu
Account Director: Taro Sato
Digital Producer: Shintaro Takeuchi
PR: Kayoko Asano
Comic Artist: “TERU” Terukazu Matori (Masu Comix)
Production Company: Monster Ultra
BTS Production: Cocoon
Printing: Magic Touch

Comments (6)

Log in or register to post comments
morse's picture
Activity Score 17867

It's just a giant painting. Not much of an idea.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

atb2005's picture
Activity Score 13557

Giant paintings are not easy to produce.

Kateter's picture
Activity Score 2029

Adidas bought this?


nifty1's picture
Activity Score 50

well its's kind of a cultural thing, you know.. with manga (comic) and japan and all....

Guest's picture

brilliant idea!
guys, I thing the magic comes when they used children to give support to their national football player by writing smth in the blue part.

Kateter's picture
Activity Score 2029

no, that's where death-from-forced-lets-use-kids-to-get-some-cuteness comes from.

Featured Content

Latest Collections