It’s very rarely in life that all stars align to your favor, but in this instance we only required three: an impossible format, an iconic location and controversial timing.The formatAn installation the size of 2.5 football pitches depicted an Armani model running the catwalk from the left and a REEBOK athlete running the track from the right. The models dynamically fused at the centre with the help of a gigantic 200m2 LED panel revealing the new range. (Needless to say that trying to get this installation through customs was half the fun)The locationThe one we really wanted was not only next to the Kremlin and Red Square, but directly next to the REEBOCK concept store… and somehow we got it.The timingIn the morning, we discovered that our installation would cover the entire starting line of Nike’s Run Moscow event. What would you do?

We thought you would. So we went ahead with it, especially as we were up all night.

Obviously we were shocked to see the installation on CNN, CNBC, Fox and 300 media outlets!When we were told that this meant 10m Euro of free coverage we felt better about it.

So did the Moscow store manager who sold his entire stock in a week. We had anticipated some complaints, but we only got a tense phone-call demanding to ‘Take the site down!’.So Cannes is our medium of reply: ‘Thank God we didn’t, because we had fallen in love with it!’