Cannes Lions

OLYMPIC CAMPAIGN

TBWA\JAPAN, Tokyo / ADIDAS / 2005

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Overview

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Credits

OVERVIEW

Description

We set out to bring the excitement and spectacle of the Olympics to this part of the world, when the games themselves were taking place on the other side of the world. Our intention was to make the delivery of the message as innovative as the message itself. We wanted it to be active, not passive. We wanted people to discover, to take part, to be awed, to learn and to return again and again. We created a series of events in different locations, much like the actual games themselves. We called them the Impossible Sprint, the Impossible World Records, and the Impossible Bus Pull.

Execution

We did everything backwards. Instead of launching on TV and getting talked about on the street, we launched on the street and got talked about on TV (And in the press, in magazines, on the web, etc). We set out to make news, not advertising. We launched the I.W.R. in Roppongi, Tokyo, with a series of installations that demonstrated how high was high, how fast was fast, how heavy was heavy, then challenged people to beat it. We launched the I.B.P. in Japan's seven major cities; wholly-painted buses that were never driven, but pulled around town. We launched the world's first vertical 100-metre sprint in Osaka and Hong Kong, enabling us to demonstrate the impossible and not just talk about it.

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