Media > Use of Media
IMPOSSIBLE WORLD RECORDS
TBWA\JAPAN, Tokyo / ADIDAS / 2005
Overview
Credits
Overview
Audience
To bring the excitement, scale and athleticism of the Olympics to this part of the world (Asia) when the games themselves are taking place on the other side of the world.
Effectiveness
A raft of articles in newspapers and magazines, as well as appearances on variety, news and sports shows on television brought the event a nationwide audience several times over. Even global media came on board. It went beyond the bounds of traditional advertising and became something people actually wanted to see, touch and feel.
Execution
LED lights were programmed to light up at world record speed so that onlookers could race against them. A huge measuring tape indicated the length of the longest long jump and recorded people's attempts to break it. Two brave souls were needed to lift the world record weights. Interactivity equalled visibility. Many of the city's youth brought their friends back time and time again.
MediaEffort
What started out as a "live" installation soon became the darling of the electronic media, particularly television variety shows. Several sent hosts or comedians to give the records a go, thereby expanding the communication to people living far away from the Big Sushi. Nadia Comaneci even showed up and put young aspiring gymnasts through their paces.
MediaStrategy
Most communication is passive. We wanted ours to be active - allowing people to see for themselves just how fast is fast, how high is high and how heavy is heavy. This way we could give the crowds (who throng to Roppongi Hills every day) a real sense of what it takes to set a world record. Our goal was to make the delivery of the message as engaging as the message itself. To demonstrate the spirit of "Impossible is Nothing", not just to talk about it.
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