Adidas Print Adidas: IMPOSSIBLE SPRINT by TBWA\Hakuhodo Tokyo

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Adidas: IMPOSSIBLE SPRINT

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Industry Sportswear, Athletic Footwear & Accessories, Sports Teams & Events
Media Print, Magazine & Newspaper
Market Japan
Agency TBWA\Hakuhodo Tokyo
Released January 2005

Awards

Cannes Lions 2005
Outdoor Billboard - Large Format Silver Lion
Media Best use of Outdoor Media Lion

Credits & Description

Bring the excitement and spectacle of the Olympics to this part of the world when the games themselves are taking place on the other side of the world.
Philosophy/Solution

Take the glamour event of the Olympic games to death-defying heights by placing regulation 100-meter tracks on the sides of skyscrapers in Hong Kong and Osaka and then running heats, semis and a final over the three weekends of the games. A solution that not only attracted attention, but also allowed us to demonstrate the spirit of Impossible is Nothing,not just talk about it.
Results

Thus far it has earned over US$80 million in free publicity locally, regionally and globally. A CNN reporter rappelled down the length of the track and filed his report vetically (albeit obviously). Best of all, bothj the Gravity Games and the X-Games have expressed interest in making it a 'real' sport.
Title "Impossible Sprint"
Agency TBWA\HAKUHODO
City Tokyo
Production Company: Media Concierge
Advertiser adidas
Brand Name adidas
Business Sector Sportswear
Market Japan
Country of Production Japan
Type Outdoor / Out of Home
Creative Director John Merrifield
Art Director Shintaro Hashimoto, Hirofumi Nakajima
Copywriter John Merrifield
Account Supervisor Ada Chiu, Ruth Ang, Steven Horowitz, Annie Ye, Winnie Lee, Taro Sato
Photographer A. Amana
Advertiser's Supervisor Paul Pi, Hisamichi Kinomoto, Cindy Ng, Taro Sekimoto, Fumitoshi Sato