1. Inspiring News, Trends and Innovations 2013
CW 34

2. A personalized boost at the marathon
: Promote Adidas‟ new line of Boost
sneakers in an engaging way.
: Give runners of the International Santiago
Marathon a “Boost”. Adidas harvested energy
from people entering and exiting the Marathon by
a special installation. This energy was used to
deliver personalized messages of encouragement
and motivation to the runners on a big screen
during their final stretch of the race.
: Clever and engaging way of
promoting Adidas product line „Boost“ embedded
into the event of the Santiago marathon, resulting
in a high reach and media coverage.
ADIDAS: „Boost“ Installation at Marathon

3. Interactive car streams video on its exterior
MINI: “Not Normal” Art Beat
: Generate buzz by another
activation of the „Not Normal“ campaign.
: An illuminating „MINI Art Beat‟ - a
customized MINI Countryman with over 48,000 hi-
res LEDs unleashed in London. Fans are given
the opportunity to stream a live animation (starring
them) via social media directly onto the MINI as it
takes its night drives, so street passersby and the
entire Web are the audience.
: The Mini Space Blog describes the
Art Beat as the "most vibrant and customizable
NOT NORMAL ride you'll ever lay eyes on“.

4. Free Magazines only for proven fans
BILLBOARD MAGAZINE: Fan Check Machine
: Only target those people that
belong to Billboard Magazine‟s demographic –
true music addicts.
: The Fan Check Machine – a vending
machine offering a free copy of the publication if
you prove to be a real fan of the artist on the
cover. People just plug it into the Fan Check
Machine and they are considered a real fan if
there are more than 20 songs by the musician in
their iPhones.
: World„s first interactive magazine
dispenser. An innovative concept to promote
b(r)and advocacy.

5. Eye-catching hole made the concept concrete
HEMORIO: Small Hole In Newspaper
: Raise awareness and increase
blood donations during donation week.
: Emphasize on how little it takes to save a
life by translating what “little” means to
newspaper. A small hole was pierced through an
image of an arm with an explanation that the hole
didn‟t make a difference in the newspaper the
same way it wouldn‟t make much of a difference if
one will go and donate blood.
: This campaign was ten times more
successful than their previous most successful
event. Eye-catching and effective translation of
how little it requires of someone to save a life.

6. Thank you.