ADIDAS main aim for this bus campaign was to tell the story of the brand and athlete or product through seeing POSSIBILITIES..
The rollout of the campaign using transit advertising was to give their message scale and land in culture and make it real by landing the message in community context.
The campaign had 2 phases; Phase 1 was to re-introduce impossible is nothing – wake the world up to the ADIDAS new brand narrative: make the impossible possible. Phase 2 was the summer of sustainability – seamlessly deliver the expression of clients’ narrative with sustainability as the proof point by speaking to the mass market.
ADIDAS made use of our national transit fleet by booking several bus back wraps in Cape Town, Port Elizabeth and Joburg. The busses are able to travel main commuter routes thus perfectly targeting the aimed township areas within these regions for two consecutive months.