Shintaro Hashimoto
Associate Creative Director at Ogilvy & Mather Japan / Geometry Global Japan
Tokyo, Japan
TitleImpossible Sprint
Agency
Campaign Impossible Sprint
Advertiser adidas
Brand adidas
PostedMarch 2005
Business Sector Sportswear
Philosophy 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.
Problem 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.
Result 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.
Media Type Outdoor/Out of Home
Market Japan
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