"It looks just like a real basketball hoop!"
An advertisement is generating buzz on social networking sites (SNS). It is an advertisement created by the B.League to enhance the excitement for the upcoming FIBA Basketball World Cup. That is a 32-nation men's tournament set to open this summer of 2023 at venues including Okinawa.
The advertisement cleverly integrates the surrounding scenery. Furthermore, it utilizes techniques that give it a three-dimensional appearance, creating a captivating and immersive design. As basketball garners greater interest, evident in the popularity of the basketball-themed anime film THE FIRST SLAM DUNK, the B.League perceives this as a valuable opportunity to heighten awareness and recognition for the World Cup.
Blending with the Landscape, Creating a More Three-Dimensional Effect
Displayed in a series are advertisements adorned with images of basketball hoops. These are accompanied by messages like "Delivering the world's finest goal for those inspired to take the shot" and "Presenting the world's ultimate goal to those who hear that sound."
The displays began on May 15 at Ikebukuro Station (Toshima Ward, Tokyo) on the Seibu Ikebukuro Line. They also began at Daikanyama Station (Shibuya Ward, Tokyo) on the Tokyu Toyoko Line. Additionally, outdoor advertisements with basketball hoop designs are displayed on a building in Minami Aoyama, in Tokyo's Minato Ward.
The B.League, as the creator of the advertisement, assumes the role of local ambassador for the World Cup. And it's supporting the generation of excitement within Japan. B.League explains its intention behind creating the advertisement. It stated, "In addition to the growing enthusiasm for sports nationwide due to events like the FIFA World Cup and World Baseball Classic, there are individuals whose love for basketball has been rekindled by the movie THE FIRST SLAM DUNK. We aspire to connect with these passionate individuals and evoke a sense of shared enthusiasm for the World Cup as an event."
The advertisement is meticulously designed to blend harmoniously with the surrounding landscape, creating a remarkable sense of authenticity. As a result, it resembles a real basketball hoop.
Additional steps are also taken to ensure that even experienced basketball players would find it appealing. At Ikebukuro Station, the advertisement is carefully crafted to match the height closely resembling the hoops used in the B.League games (305 centimeters, while the advertisement features a height of 298 centimeters).
As per the B.League, it further emphasizes the importance of sensing that the real basketball hoop is present. This in turn evokes empathy. To achieve this, B.League has paid meticulous attention to details such as height, seamless integration with the background, and minimizing information.
An Atmosphere That Feels Like Someone Is About to Take a Shot
When the advertisement was first displayed, it became a topic of conversation on social media. Twitter users expressed positive feedback. Their reaction included comments on the poster's size and appealing design, as well as its seamless integration with the surroundings. Comments noted it created an atmosphere that felt like someone was about to take a shot.
The B.League also highlights the positive impact of the advertisement. For example, as heard from people expressing a genuine interest in witnessing the World Cup.
At Ikebukuro Station, the advertisement was displayed until May 28. It was up at the building in Minami Aoyama until May 31. (At Daikanyama Station the display finished earlier).
Leading the Japan men's national team is head coach Tom Hovasse. He also guided the Japan women's team to a silver medal in the delayed 2020 Tokyo Olympics two years ago. If Japan achieves the top position in Asia in the World Cup, it will secure a spot for the 2024 Paris Olympics.
The B.League recognizes that many Japanese have limited exposure to live basketball games at venues or through TV and online platforms. Therefore, it urges those who have even a slight resonance with the advertisement to take action by inviting their friends and actively supporting the ongoing growth of Japanese basketball.
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(Read the article in Japanese.)
Author: Eisuke Asano