Challenge
As BT entered their seventh season in the battle for football audiences, their main rival, Sky Sports, continued to be considered the home of LIVE football.
Their challenge was to take on and defeat BT Sport’s fiercest competitors in the contest for subscriptions. Given BT Sport in 2019 held exclusive rights to the Champions League Live matches, they needed to inspire the football community to talk about nothing other than BT Sport’s new season. The catch? Spend 75% less than the previous season.

Inspiration
The beautiful game is remarkably unpredictable, and season after season, the Champion’s League has been the ultimate spectacle for football fans worldwide – the agony, the ecstasy, the incredible highs, and the unbearable lows. Over and over, live football proves completely unpredictable. You couldn’t write it…or could you?

Idea
They revealed Unscripted, a campaign based on a script for the new football season. Written using AI and in collaboration with BT, their team commissioned the biggest brains in sports data, analytics, and machine learning to write the first AI-inspired script of any football season anywhere on the planet.
Before a single ball had been kicked, they fuelled the debate among players, pundits, and most importantly, the fans themselves, proving that while you can’t always script football, you can most definitely watch it live on BT Sport.

Growth
The Unscripted campaign resulted in a tremendous amount of coverage worldwide, gaining 137 million media impressions across 44 countries.
But the most inspiring outcome was that Unscripted grew subscriptions for BT Sport like never before, signing up an incredible 100% more fans than the previous season.

Credits
Brand: BT Sport
Campaign: Unscripted
Advertising Agency: Wunderman Thompson, UK
Chief Creative Officer: Steve Aldridge
Creative Directors: Christopher McKee, Richard Morgan
Executive Creative Director: Lucas Peon
Chief Client Officer: Matt Steward
Managing Partner: Andy Lane
Head of Strategy: Marcus Reynolds
Designer: Colin Smith
Business Directors: Joe McGlynn, Phil Watson
Senior Account Manager: Natalie Wilson
Producers: Sara Blackett, Greg Nicholls
Film Producer: Jonah Werth
Project Managers: Steve Hedge, Cathy Mears

The TBWA\HAKUHODO creative team was inspired by the fact that mixing all the colors of the rainbow creates black. A special dying technique was developed in which a fabric that would normally appear black reveals the full spectrum of the rainbow’s colors when stretched. Marking a world first, the United Black Fabric was born. A film was created starring players from the All Blacks, the New Zealand men’s national rugby team, and the Black Ferns, the New Zealand women’s national rugby team, to carry this important message about diversity and inclusion.

Credits
Brand: AIG Japan Holdings
Campaign: Pride Jersey
Advertising Agency: TBWA\HAKUHODO, Japan
Holding Company: Hakuhodo DY
Production Company: SAQRAI
Film Studio: Aoi Pro
Chief Creative Officer: Kazoo Sato
Senior Creative Director: Takahiro Hosoda
Creative Director: Shuhei Tsuji
Senior Art Director: Keisuke Shimizu
Art Director: Yosuke Sugioka
Designer: Kana Takarada
Copywriters: Peter Souter, Tomoko Kasugai
Activation Planner: Kei Tominaga
PR Planner: Hideyuki Kobayashi
Film Director (Making movie): Shinri Abe
Executive Planning Director: Masa Okazaki
Strategic Planning Director: Keita Kawakatsu
Strategic Planning Supervisor: Chigusa Ogasawara
Strategic Planner: Yoku Ishida
Senior Account Director: Kei Kaneko
Account Director: Tatsuya Horikoshi
Account Supervisors: Kasumi Shimada, Keisuke Egami, Mami Konisho
Costume Designer and Producer: Toshihiko Sakurai
Costume Director: Chika Sai
Producers: Keisuke Mizusako, Masahiro Kawaguchi
Director: Hisashi Eto
DoP: Justin Brown
Producer: Wataru Ito
Photographer: DYSK
Designer: Kazuya Yamazaki
Motion Graphic Designer: Shinnosuke Arima

Tags:
2019 ADC AWARDS, ADC Annual Awards, Innovation, Product Design, Creative Innovation, LGBT

What if travellers waiting to board a plane could exchange tips face-to-face with others who are heading in the opposite direction? KLM Royal Dutch Airlines has worked with creative agency DDB Unlimited to build a bar where travellers can meet to exchange local tips at airports in the Netherlands, Norway and Brazil. This new travel experience is called ‘Take-off Tips’ and is driven by 3-D facial scanning and hologram technology.

Bringing people together
Rather than passively waiting for a flight, KLM has created an innovative way to share the kind of priceless local tips and cultural insights that their customers can’t get by reading a guidebook. Using a live connection, travellers can chat with a hologram of their counterparts, looking each other straight in the eye. Allowing travellers separated by thousands of miles to sit face to face – just as in real life. With KLM’s Take-off Tips bar, customers are able to talk to each other at airports in Amsterdam, Oslo, and Rio de Janeiro – strangers who would otherwise never have met.

“Many travellers get bored at the airport as they wait for their flight. With ‘Take-off Tips’, we want to give them a more useful and memorable way to pass the time. This new KLM initiative is a good example of how we combine strong insights with innovation to show that KLM is number one in customer service.”
Ed van Bennekom, Creative Director, DDB Unlimited

Live holographic projection
The installation connects people in real time and projects them onto a transparent hologram fabric. The technology took almost three months to develop, test and perfect. It uses 3-D facial scanning to detect and track the participants’ faces on both sides – and then the mechanism projects this data back in both directions. The movements determine the hologram’s projected angle, creating a three-dimensional feel.

“Our longstanding client KLM is in the business of bringing people together and is constantly pushing boundaries to find new ways to improve on the experience of travel. Our role is to bring a creative and innovative take on this mission.”
Esther te Pas, Managing Director, DDB Unlimited

“In our industry, it is such a joy to be able to bring people together time and time again, we rejoice this in our latest campaign themes and ‘Take-off Tips’ is no exception. We continuously strive to find means to enable contact between customers including new technologies to create memorable experiences.”
Natascha van Roode, Head of KLM Marketing Communication

KLM’s agency DDB Unlimited conceived of the idea and built the hologram bar together with their production partner Circus Family. To share this experience with a wider audience, the agency filmed the conversations of real travellers heading in opposite directions and created a short film of the warmest moments for KLM’s social channels.

Credits-
Client: KLM Royal Dutch Airlines
Campaign: KLM Take-off Tips
Agency: DDB Unlimited
Production Company: Circus Family
Set Building: Goed Bezig, Beam Brothers
Online editing: Circus Family
Grading: The Compound
Sound/Music: Massive Music

Tags:
Holographic Projection