The campaign worked in five ways. 1.) We covered adidas rugby players with paint, and had them create "self-portraits" by tackling canvas - wrapped bags – literally creating “impact”. 2) The canvasses were then used in a traveling, pre-World Cup art exhibition. 3) A behind-the-scenes, making-of video was used to make tvc's promoting the art exhibit. 4) The self-portraits were combined with photography to create outdoor and transit advertising. 5) Print.

The campaign enjoyed extensive free press media coverage of the "self-portrait" phase in all the countries listed above, with additional and extensive free coverage for the art exhibit phase. The overall campaign exposure cemented adidas's number one position in the rugby category and reinforced their connection with the sport’s stars.