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Impossible Goalkeeper

Award: Wood Pencil

Wood Pencil / Ambient / Ambient / 2009

Adidas wanted to be the number one football brand during the UEFA Euro 2008 championship in Austria and Switzerland, spreading their 'Impossible is nothing' philosophy far beyond the borders of the two countries. To rise above standard advertising chaos, we needed something as monumental and entertaining as the event itself. So we borrowed the Vienna's dearest attraction, and converted it into an ambassador for our brand: a 60m-high, 111-year-old Ferris wheel in the Prater, the city’s amusement park in. It welcomes over four million visitors every year, and was the symbol of UEFA Euro 2008. We installed a 61m-tall version of the world's top goalkeeper, Petr Cech, with eight arms spinning along the Ferris wheel. A landmark and a tourist attraction were joined to make an unbeatable goalkeeper you could take a ride with. To complete the experience, we spread thousands of 3D postcards as souvenirs, getting the press and public to extend the reach of the idea, and transforming the launch into a memorable event.

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