CLIENT
adidas International B.V.
Uli Becker - Head, Global Mktg. Comm.
Arthur Hoeld - Global Comm. Manager
Chris Kyle - Global Comm. Manager
Mark Phillips - Global Advt, Manager
Richard Prenderville - Head, Global Media
Erich Stamminger - EVP, Mktg.
AGENCY
Lee Clow - Chairman
Michael Allen - President, TBWA San Francisco
Chuck McBride - Creative Director, TBWA NA
Richard Bullock - Creative Director
180\TBWA
Guy Hayward - President, 180
Peter McHugh - Executive Creative Director
SUMMARY
The primary objective of this launch was to execute the first integrated global advertising campaign for adidas. This goal was no doubt accomplished, with 40 countries worldwide featuring iconic Impossible is Nothing creative via highly impactful media vehicles. Additionally, it was critical to allow for messaging flexibility among all countries involved. Athletes that were relevant to the respective markets were featured, with their own "impossible" stories enhancing the connection between the local consumer and adidas' Impossible is Nothing messaging. Finally, from a quantitative standpoint, advertising awareness needed to increase +20% across the globe. Average global awareness increased almost double that number, +39%.
