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adidas / The Face of the Marathon


Discipline: Communication

adidas wanted to underscore its unmatched commitment to all athletes determined to give everything to achieve the extraordinary. The company delivered on this ambition at the 2011 Berlin Marathon, where 15 runners were kitted out with special custom-designed cameras. The website www.adidas.com/angesichtdesmarathons functioned as the central hub: all of the recorded runs, interviews with the participants and background information were posted on the site. Posters, flyers, press releases, ads, the runners’ shirts and a film were used to generate attention. The event was also streamed in real time and n-tv even included it in its live coverage.

Great example of cross-media. Shows the marathon in a new way and not just using technology for technology´s sake. It translates to print as well. Also a wonderful combination of offline and online world. Also got a great connection with other channels. It’s very honest, very real. You see them doing the race/you can’t photoshop that. The customer is integrated as the protagonist. You see how he is living, how is experiencing the brand. It’s pretty awesome showing the possibilities how digital can help develop a brand and interact with the customer.
Jury Statement
Client / Manufacturer


adidas AG
Herzogenaurach, Germany

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Heimat Werbeagentur GmbH

Heimat Werbeagentur GmbH
Berlin, Germany

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