The IIN mantra lived and breathed in the creative executions – achieving the impossible and creating the wow factor to engage the target audience.The media strategy had to maximise the impact of the creative work and achieve equally impressive stand out. The massive outdoor sites used did this in a locally relevant way – city landmarks disappeared beneath IIN creative, or new ones appeared in unexpected places.

IIN is the biggest and most recognised campaign adidas has ever completed.As part of the global integrated campaign the outdoor activity contributed to achieving adidas’ objective: to increase brand awareness, simultaneously across 46 markets. Total awareness increased from 54% to 71%