YEAR: 2009

On November 13th 2009 the new kit for the German national football team for the World Cup in South Africa 2010 was officially launched and presented to public. This jersey is of national interest, with huge PR activities behind it. Having centred the DFB communication campaign in classical ATL channels over the last years, adidas Germany were looking for a cutting edge approach with a web based gamified centrepiece. The main objective was to create hype around the team and the new jersey and in the long run anchor adidas as the leading football brand in Germany. The campaign was driven by the idea of the team spirit, the Teamgeist and the success and the design of the new Mannschaft team jersey.

Teamgeist Casefilm:

North Kingdom & Blackbeltmonkey created a digital campaign and web based centerpiece called adidas Teamgeist. A unique online graphic novel game where the fans can discover and learn more about the story behind the jersey while competing for the ultimate prize of flying together with the German football team over to South Africa next June. The story was created around the jersey and the importance it has to the team, the players and the fans. To find out, the users have to go back in time and replay the three German World Cup gold matches of -54-74 and -90 in a real time football strategy game.