With such a powerful brand, we needed to move beyond simply the scale of an OOH execution and capture some of the dynamism inherent in the brand. We wanted to make the execution actually interact with the positioning. The result is the “Crashing Ball” concept, that actually shows the message, having just uniquely “arrived” at that site. Through actually re-designing the media spaces used, people genuinely thought there was a giant Nike football in place.

Having redesigned Spain´s leading retailer’s exterior and created Spain's largest OOH, the campaign propelled Nike to become the No1 football brand by the end of July 2004 – overtaking Adidas, official sponsor of Euro 2004.Not to mention calls to the Police and Fire Service claiming “El Corte Ingles is collapsing”.