Adidas: Light You Up - New York Projection Video

Sports fans get a shout out.

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Adidas is mixing light projection and social media in an out-of-home campaign via Mullen to promote its adizero line of footwear. Projections have taken place in both New York and Boston; the New York event (shown here) took place on June 9 near Madison Square Garden prior to an Argentina versus Brazil soccer match played in New Jersey.

The projection, on the side of a building, featured the Argentinian soccer star Messi and adidas Facebook fans, who were invited to log into an Adidas soccer Facebook app to answer the question 'What does light get you?' Each Facebook fan who submitted a response was rewarded by having their name appear instantly in a sharable image and video, and by having their name projected on the outdoor screen.

An earlier projection occurred on June 1 in Boston during the NBA Eastern Conference Finals game between the Boston Celtics and the Miami Heat. Future projections will center around other major sports events over the summer.

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Jun 14, 2012
Mullen Boston
Mark Wenneker
Group Creative Director:
Chris Brady
Associate Creative Director:
Ronan Doyle
Creative Media Integration:
Dustin Johnson
Art Director:
Joe Scalo
Art Director:
Bill Knight
Art Director:
Jesse Vuona
Senior Copywriter:
Kelly McCauley
Executive Digital Producer:
Tom Lerra
Sr. Producer:
Miranda Phelps
Director of Creative Technology:
Mathew Ray
Creative Technologist:
Lawrence Jones
Sr. Experience Designer:
Jason Grigley
Senior Video Editor:
Jessica Phearsome
Associate Editor:
Nick Brecken
Jamee Sheehy
Maura Larose
Social Media Strategy:
Amy Nagy
Social Media Strategy:
Greg Hamrock
Digital Strategy:
Mauro Cavalletti
Digital Production/Development:
National Media Services, Inc
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