Project: Website by North Kingdom. My work: Lead Art Director & Designer. Client: Adidas Germany.
Information: On November 13th 2009 the new fed kit for the German national football team for the World Cup in South Africa 2010 was officially launched and presented to public. This jersey is of national interest, with huge PR activities behind it. Having centred the DFB communication campaign in classical ATL channels over the last years, adidas Germany were now looking for a cutting edge approach with a web based centrepiece. The main objective was to create hype around the team and its new jersey and in the long run anchor adidas as the leading football brand in Germany. The campaign targeted towards German football fans, is driven by the idea of team spirit, the fun of the game and the design of the new DFB jersey.
We at North Kingdom created a web based centerpiece called adidas Teamgeist. An unique online graphic novel game where the fans can discover and learn more about the story behind the jersey while competing for the ultimate prize of flying together with the German football team over to South Africa next June. The story is centred on the jersey and the importance it has to the team, the players and the fans. To find out, the users have to go back in time and replay the three German World Cup gold matches of -54-74 and -90 in a real time football strategy game.
Except the advergame the campaign consist of a set of viral video that was launched as teasers, an augmented reality novel, a blog, a twitter feed and a facebook fan page.
How we made it: Behind The Scenes