adidas Zürich Marathon

made’s brief was to create a coherent experience that caught the eye, recognised the runners’ achievements and connected with their emotions.

The fully branded Promocube, prominently positioned in the finish area at Mythenquai, gave adidas a visible, walk-in, weatherproof presence.

For runners with little energy left for a lengthy interaction after the race, adidas wanted to create a short, valuable moment to remember, with the encouraging slogan «Impossible is Nothing».

The photo activation developed for adidas did exactly that. Almost no one had a mobile phone with them, yet crossing the finish line is a moment worth remembering.

Visitors could also place their adidas-style photo strips on the «Impossible is Nothing – Possibilities Achieved» photo wall. The resulting colourful collage of athletes reflected the running community’s sense of belonging, a central part of the concept.

Sustainability was high on adidas’s priorities for the project. The Promocube was fitted out with recyclable materials, and visitors could pick up a treat from Secend.

Delivery

• Advice and concept development
• Visualisation
• Feasibility assessment
• Print artwork
• Photo activation
• Promotional staff
• Set-up and take-down
• Proper disposal of materials