Creativity

Adidas: All Blacks Photosynth

Adidas and TBWA/Whybin bring Photosynth and fan photographers together to create the 10th Anniversary All Blacks poster.

Published on Aug 03, 2009

Editor's Pick

To celebrate the ten-year anniversary of the New Zealand All Blacks rugby team poster, Adidas and TBWA/Whybin are going the tech route with Microsoft's Photosynth—the photo-stitching technology used during President Barack Obama's presidential inauguration to capture "The Moment," an expansive, multidimensional image of the event.

The campaign features a contest in which fans get to shoot this year's four posters. Customers who purchase this year's All Blacks jersey go into a pool from which ten winners are picked to shoot the team during a game with high-end Canon cameras from the official press photographers' pit. Meanwhile, fans wearing AB jerseys to the game get the opportunity to shoot the action from the crowd. Photosynth is then used to combine the various images and showcase the game "posters" on the IShotthe2009AllBlacks.comwebsite, with printable versions also available for downloading.

Two games have already been shot—All Blacks vs. Italy on June 27th and All Blacks vs. Australia in Auckland on July 18th. The remaining two will be held on September 12th (AB vs. South Africa in Hamilton) and September 19th (AB vs. Australia in Wellington), the latter which promises to involve a bigger crowd of fan photographers.

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About

Credits

Date
Aug 03, 2009
Agency:
TBWA/Whybin (180/TBWA) New Zealand
Client:
Adidas
Creative:
Andy Blood
Creative:
Guy Roberts
Creative:
Corey Chalmers
Creative:
Anthony Bell
Digital Creative:
Sarah Crosswell
Digital Creative:
Ross Howard
Designer:
Tom Vanderloos
Designer:
Charl Laubscher

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