Media > Use of Media
IMPOSSIBLE BUS PULL
TBWA\JAPAN, Tokyo / ADIDAS / 2005
Overview
Credits
Overview
Audience
Bring life to the "Impossible is Nothing" campaign in Japan by actually demonstrating the impossible as opposed to just talking about it.
Effectiveness
The Impossible Bus Pull created considerable buzz wherever the buses turned up (they were often outside stadiums during major sporting events). A slew of articles and appearances on news and variety shows soon followed. One of the most famous Sumo wrestlers gave it go. He didn't even break a sweat.
Execution
We painted a number of buses in each of the major cities in Japan. But instead of driving them around, we placed them at different locations each morning before dawn. Then we had people pull them along the road. We even invited members of the public to have a go.
MediaEffort
Everywhere the buses were pulled, the public was sure to follow. They phoned their friends to come and see for themselves. They photographed the buses with their mobile phones. They even called up the media for us to make sure that the newspapers and television stations knew what was happening! It was news, not just an ad.
MediaStrategy
Wholly-painted buses have been around for two decades. There are so many of them in Japan, they've become an almost invisible part of the media landscape - but they're extremely cost-efficient. We wanted to see if we could breathe new life into this medium, while reinforcing our message "Impossible is Nothing". Instead of bringing them to the public, we wanted to bring the public to them. To get our campaign talked about on the streets.
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