Media > Use of Media
IMPOSSIBLE SPRINT
TBWA\JAPAN, Tokyo / ADIDAS / 2005
Overview
Credits
Overview
Audience
Bring the excitement and spectacle of the Olympic Games to this part of the world (Asia) when the games themselves are taking place on the other side of the world. Take advantage of the publicity already generated to further spread the message.
Effectiveness
So far the campaign has generated over US$80 million in free publicity locally, regionally and globally. A CNN reporter rappelled the length of the track and filed his report vertically, albeit nervously. Best of all, both the Gravity Games and the X-Games have expressed interest in making the event a "real" sport.
Execution
The glamour event of the Summer games is the 100m dash. But like all Olympic events last year, it was scheduled for the middle of the night in Asia. We set out to capture the magic of the Olympics (and surpass it in terms of spectacle) with an event which adidas could own. It became Asia's most talked about media event of 2004. Heats, semis and a final were held over the three weekends of the games.
MediaEffort
One hundred metres straight up works out to be over 33 stories, so we knew we would create impact. Even when the runners weren't on the track it still commanded attention. From the first heats, the event was picked up by all major news, sports and entertainment media, from television to print. People found out about it and travelled to the venue to watch it live.
MediaStrategy
The idea was to make the delivery of the message as innovative as the message itself. Something that would generate news, with the resulting publicity bringing the communication to a much larger audience than those who simply saw it "live". A mixed-media strategy where most of the media (television, press) is not even paid for by the client! Obviously we needed to come up with an idea that would stop people in their tracks. The world's first vertical 100m dash was precisely that vehicle. It allowed us to actually demonstrate the spirit of 'Impossible is Nothing', not just talk about it.
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