May 22, 2011
Posted by Administrator > Airstage News
The Adidas project and the Smartbird.
We are often asked how the ideas for our flying solutions for events come about. So, here a few words to shine some light on this process. The ideas actually seldom come from us. We are too far away to develop suitable concepts for a brand that matches, e.g. a specific marketing strategy. When an advertising agency or event planner comes through the door, we first provide them with basic information about our technology and show them past examples how ideas had been converted
for other
clients. Here, two examples of past projects to illustrate how we work:
A couple of years ago we had been contacted by TBWA Argentina. They loved our flying solutions and thought this was a fresh and exciting idea to offer to their client Adidas for their upcoming event at the
Copa America. We discussed the possibilities with their creative department and narrowed it down to this: the flying concept for this event must be an idea around a ball or soccer boots or both. These were the objects associated with soccer that could be converted with high realism.
TBWA then came back with the great idea of an Adidas soccer ball flying back and forth over traffic between two high rise buildings which have been fitted with huge die cuts of famous soccer stars. Back and forth between the agency and us, the scale and details were adjusted until we had an
idea that was convertible. Adidas loved the concept and we had a deal. However, the hard part was to actually get permits to do such an action. TBWA quickly hit the wall with safety minded city administrations in Venezuela. The concept was finally converted in front of the stadium in Maracaibo where the semis and the final took place. Four huge billboards with die cuts of Messi and Kaka were erected and we provided the flying Adidas balls along with a specially developed outdoor security system. The balls flew back and forth between the soccer boots of the players over a crossing.