To communicate the launch of the new official adidas spanish national team shirt we didn´t create a communication action …we created a feeling to share

In ONE DAY ACTION we developed the biggest LIVE animation (at least the biggest we have seen) ever done in Spain…“ANIMAR” in spanish means support!! …but “ANIMAR” also means create an animation…and that´s what we did!!!From an Outdoor Stand Canvas, situated in one of the most emblematic plazas of Madrid, we started to turn a blank short red. While people and celebrities were giving blood, Painters painted on huge canvases with the blood being donated. In the microsite anyone could see the event broadcast in live streaming video and leave their comments and support. Only then did the people realize that a huge animation was being done.…Online and offline it turned out to be a really interactive experience. Some giving their encouraging messages in our web and others giving more…, their own blood.

The action had a big repercussion in Mass Media, with more than 5 million people impacted only with the billboard that we transformed into 20 million with our Media and PR actions +18 free tv appearances, Press and Radio mentions. More than 35.000 views of the internet video , 20.000 of them live in our web the day of the action, and over 5.000 Social Media followers, from 88 different countries We increase the usual blood donation average in Spain by 200%We obtained more than 500.000 euros of free media impact with ROI of more than 300% of the adidas initial investment.