Sid Lee and Adidas Create 3D Football Street Art

 

Fans of French football team Olympique Lyonnais can enjoy their team in three glorious dimensions thanks to an inventive take on the humble soccer strip. Adidas have created a 3D football shirt for the team and, to celebrate, agency Sid Lee has created a unique augmented reality project that combines football, cinema, street art and mobile technology.

Between July 18 and 30, adidas and Olympique Lyonnais have been turning the city of Lyon into a gallery of 3D street art, to publicise the rather funky 3D football shirt that adidas have created for the French football team.

Human-sized "street art" of OL players have been posted throughout the city. Using the mobile app “OL 3D”, Olympique Lyonnais fans can capture With the augmented reality mobile application "OL 3D", fans of the OL can "capture" the players using image recognition technology, before using the player to try and score a goal. The aim of the game is simple: score as many points until 30 July 2012 – and the prizes up for grabs include a penalty shoot-out with OL players and team shirts.

For people living outside Lyon, the visuals of the players will be available on the pages facebook adidas football and OL.

The campaign has been created to promote the first ever 3D shirt, currently sported by the team. Launched a few months ago, the design on the shirt can be viewed using 3D glasses. It commemorates the cinematic history of Lyons, which was home to the pioneering Lumière Brothers.

To view the trailer, go here: http://bit.ly/LIQnfq

 

Agency: Sid Lee Paris

ECD : Sylvain Thirache

Creatives: Céline & Clément Mornet-Landa and Yoann Plard

Project manager: Pierre Boudin

 

Client : adidas France

Head of Communications: Nicolas Favre, 

Brand Communications Manager: Romain Prigent, 

Brand Digital Communication Manager: Julien Lebreton,