For the love of the game
Using emerging technology to give a high profile client’s site the wow factor.
The technology behind the site we designed for Adidas’ latest All Blacks campaign is about as pioneering as it gets.
The “This is not a jersey” campaign got fans unusually close to the All Blacks. Using fabric imprinting nanotechnology, the names of 100,000 fans are being written onto a single thread, which will be stitched into the silver fern on a one-of-a-kind All Blacks jersey.
The website played a vital part in the integrated campaign - fans visited it in droves to add their name to the adiThread.
We used Papervision3D, a relatively new piece of Flash technology, to enable fans to move around a 3D model of the adiThread and - if they looked hard enough - to see their own name.
The new 3D technology meant we could create an environment that looked and felt like a first person game – a process that can take years to complete. It’s the first time in New Zealand this technology has been used to create an extensive gaming like environment within a campaign website.
We completed the site within an extremely tight timeframe, thanks to the creative direction and technical expertise of our TBWA digital department.
Working with Adidas and the ABs really helped us lift our game.