Sophie Chen
Nov 1, 2013

Adidas immortalises fans' defeat at hands of NBA star Dwight Howard

MANILA - When NBA player Dwight Howard visited the Philippines, Adidas created a one-of-a-kind 'autograph' session for fans.

wide player in 16:9 format. Used on article page for Campaign.

Adidas used tracking technology to convert the movement of a special basketball into a kind of signature as Howard competed with fans in brief (and totally unfair) games of one-on-one.

Participants left the event, which took place on 9 October at the Mall of Asia in Manila, with a T-shirt commemorating how effortlessly Howard beat them.


Client adidas
Agency TBWA\ Singapore
Creative director Hagan de Villiers
Copywriter James Holman
Art director Nuno Teixeira
Account director Peter Etheridge
Planner Steven Watson
Marketing manager (adidas) Sarah Fisher
Production company Six Toes Singapore
Executive producer Haydn Evans
Videographer/editor Erasmus William
Videographer/sound Ed Cryer
Technical development TBWA\ Santiago Mangada Puno
Technical directors Tadpole
Event logistics RSA

TBWA\ Santiago Mangada Puno (Philippines)
Assistant creative director Nino Reyes
Creative director Jake Tesoro
Producer francis Bagnes
Producer Anne Rodriguez
Producer Maan de la Cruz

Related Articles

Just Published

2 days ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

2 days ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

2 days ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

2 days ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.