Adidas launches a campaign promoting its German World Cup 2010 football shirt with an online graphic novel and game called Teamgeist.
This initiative places digital content at the heart of the work and the creative revolves around an atmospheric, cinematic digital story and game. German footballer players, led by captain Michael Ballack emerge in a comic noir landscape and discover an unmarked white team kit.
What follows is a story telling initiative where the plot tracks players attempts to bring the German team identity and values to this blank white kit – to add Die Mannschaft with the country crest and its three stars denoting the country’s three World Cup wins.
The story becomes interactive and viewers participate in the plot via an online soccer-style game which recreates those three winning German teams.
The site was created by Stockholm agency North Kingdom – which operates in tandem with a blog an augmented reality style graphic novel and other more traditional promotional platforms.
It’s a challenge for a team sponsor/kit provider to create new ways of generated patriotic support – but this idea is genuineely original and brings fresh impetus to the challenge.
An original way to tell a story, to refresh fans support for their national team and to recall past glories. This campaign links the new shirt to old victories and updates the team’s values and standards. Interactive, reflective and historical, this campaign itself tells the story of how the adidas kit design is inspired by the team’s heritage.