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EA Sports, Wieden+Kennedy


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EA Sports Balls to the Brits

Leading up to the USA vs. England match on the opening day of World Cup 2010, soccer fans in America and Europe submitted messages taunting the opposing side.

For this campaign, Deeplocal built a ball-printing robot by taking the print head technology that’s traditionally used for industrial applications and repurposing it. The printer had 15 digitally controlled spray nozzles and used Deeplocal’s web input/moderation/output software, Handlr. The robot was powered by a Linux Netbook that pulled the submitted messages from all over the world, and printed them in real-time.

Designed from scratch, these robots were made entirely from steel and could be adjusted to paint on different types of sports balls. The two robots could "speak" to one another.