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Footsteps

Agency: 
Published/Aired: 
August 2013

Adidas Boost activation in Latin America

Description: 

We harvested the energy from the footsteps of the 25,000+ people entering and exiting the Santiago de Chile international marathon. This energy was stored in a battery and used to project motivational messages that were displayed to the runners in the 39th kilometer of the race. The messages were synchronized with the unique chip numbers of every runner, allowing friends and family to personalize messages of encouragement. Created by iris in collaboration with Pavegen, the installation generated enough energy to display messages for six hours – allowing adidas to give every marathon runner a ‘Boost’ in their final strides. The installation is a creative vehicle inspired by the technology of adidas’ latest flagship running shoe, energy Boost™. Made of a unique material that is significantly more effective at absorbing and returning energy than traditional EVA materials, Boost™ claims to make runners more efficient.

Ambient advertisment created by Iris, United States for Adidas, within the category: Fashion.

Advertising Agency: Iris Worldwide, USA

Comments (3)

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Highest Rated

Inkwell's picture
Inkwell
Activity Score 148

And the technology is more interesting than both! :)

certaintly's picture
certaintly
Activity Score 3994

the product is more interesting than the showcasing of it.

kleenex's picture
kleenex
Activity Score 46971

100% right.

Inkwell's picture
Inkwell
Activity Score 148

And the technology is more interesting than both! :)

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