If there is one key element which distinguishes Japanese culture from Western culture, it is the incredible sense of community and shared interest. adidas Japan tapped into one of its nation’s greatest characteristics–unity– to send the Japan national team off to the 2010 FIFA World Cup in South Africa. In an impressive project named Sky Comic, adidas Japan tapped soccer fans from all over the nation to help paint comic murals depicting the soccer player from their hometown who will be representing Japan in the national team at 2010 FIFA World Cup.
This project, a brainchild of TBWA agency, comprises of 13 murals each measuring a hefty 300 square meters will be painted at 13 cities in Japan over the span of five weeks. The resulting mural are not only manga renditions of the players, but they also carry hopeful and supportive messages from Japanese soccer fans. The mural will then be photographed remotely from the sky via an air balloon with a camera strapped to it (hence, “Sky Comic”), then the murals were brought together like puzzle pieces to form an epically proportioned comic strip on May 25 at Tokyo’s Haneda Airport as the Japan national team embarks on their World Cup journey in South Africa.
The creation process and final product can be viewed in their entirety online at adidas Japan Sky Comic.