There are no specific restrictions to mention here. As it was an outdoor event never done before on the building used, we had to involve the local authority to help manage traffic, and involve external security control companies to check installations and guarantee full security of the event. Finally, we had to respect specific time limits, regarding the end of the show.The show was broadcast live, and edited for posting. All people present have signed legal authorisations.

adidas is the preferred brand of French for the fifth consecutive year. However, the brand suffers a lack of affinity with 14-19 because of a positioning that must be clarified, somewhere between fashion and football.

In this context, adidas launched a new brand campaign in 2011 to install its sport and lifestyle positioning, with one signature: « adidas is all in ».A global brand campaign, a gateway to the adidas world with the goal to unify its divisions and labels.A « Big Bang », on March 16, 2011 mixing advertising, event and digital & social experiment:Referring the same evening to this spectacular and innovative event at the Palais du Pharo, Marseille, a 3D video mapping, mixing special effects and video footages of sport stars (e.g. Teddy Riner) on a 1800 m2 surface, finishing with an exclusive concert with Justice, Busy P and DJ Mehdi, the whole thing broadcast live on every adidas « touchpoints », and in the presence of press and influent bloggers, for a post-event buzz (« Social strategy »).This event marks the departure of digital and viral experiential on Facebook, which fans will be able to participate with in a competition throughout the year, and organize their own event through an innovative app. They choose every part of their event (attractions, sport and lifestyle stars, etc.). The app will generate a customized promotional film for them to share on their Facebook page and make their « friends » vote.Creative sideA « mantra » at the heart of all communication actions:« We give everything we know, and even more. No doubts, no inhibitions, no restraints. From pitches to fashion shows, from stadiums to the street, whatever the game is, our engagement remains the same. First with our heart, together above all. United by passion, we give everything. All in. »First ad broadcast took place on the same date as the event, on March 16, 2011, and the digital part goes on all the year 2011 long.

-Close to 1m event videos views on social networks (owned by the brand : Facebook pages, YouTube channel) and owned by the fans /bloggers-1.847m views on Youku.com : http://v.youku.com/v_show/id_XMjUxNjU1OTcy.html-Massive content reshared by fans via Facebook, Twitter (1,000 tweet in 5 days), -Influent blogs & forum coverage (more than 100 articles generated and shared in 5 days)-More than 30 E-RP articles in 5 days