Cannes Lions

RUGBY - ALL BLACKS

PUBLICIS DIALOG, Milan / ADIDAS / 2009

Presentation Image

Overview

Entries

Credits

Overview

Execution

The idea: the fusion of two legendary teams, All Blacks and AC Milan Soccer Club, to create a unique masterpiece. This work of art put on a non-profit auction.The two teams meet in Milanello (AC Milan training center) in front of a hundred media specialists, kicking their exchanged balls towards a canvas: the balls made other balls containing varnish explode. The colours, going through a stencil mask, create the sentence “Impossible is nothing”.

The masterpiece, after the media event, went to the store where the All Blacks team signed and posed for photographs with fans.

Outcome

One hundred media specialists attended the event.400.000 euros of media exposure starting from a few minutes after the end of the activity.A thousand fans awaiting the All Blacks team at the adidas store in Milan.

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