GERMAN NATIONAL TEAM
Adidas Teamgeist
Project: Online game experience
Made by: North Kingdom
Role: Art Director / Lead Designer
Client: Adidas Germany
Year: 2009
In the spring of 2009, adidas Germany approached us for the upcoming launch of the new German national team kit. They sought a digital centerpiece to kick off their 2010 World Cup activities, aiming to establish adidas as the premier football brand and generate excitement surrounding the release of the new national team jersey.
Working directly with adidas Germany, we took charge of the entire campaign, leading the way from start to finish. Our responsibilities encompassed developing the strategy, concept, and executing the project. As is our standard practice, we enlisted the help of our trusted friends to assist us in this monumental endeavor.
The challenge we faced was not simply to create a conventional sales-oriented campaign for the new jersey. Instead, our aim was to craft an immersive and captivating experience where the new jersey would transcend its role as a mere representation of the national team. Our ambition was to establish the adidas national team jersey as a symbol embodying the very essence of football: passion, emotions, belonging, expectations, and history. Additionally, seamlessly integrating our ideas into the global theme and campaign developed by 180 proved to be a significant challenge, one that was vital to our ultimate success.
To address these challenges, we developed a comprehensive digital platform with a unique game experience at its core. Set in a captivating fantasy world, users embarked on a journey back in time to safeguard the identity of the German national team. Their mission involved rediscovering the lost design elements of the new jersey. The platform also encompassed an augmented reality graphic novel, a dynamic rich media banner campaign, an engaging blog, compelling viral films, a Facebook fan page, and the interactive "Be a part of the team" Facebook application. This application allowed users to visualize themselves proudly wearing the new jersey.
Behind the scene —
