For the UEFA EURO 2008 adidas needed an unusual give-away for fans and clients alike.

Don’t merely show pictures of famous football players. Bring the footballers closer to the fans and the fans closer to them. Let each fan feel like a fly on the wall, as the tension reaches a crescendo, just seconds before the beginning of the match.We created a 17 m high, 33 m wide, 3-dimensional 11-man huddle featuring the best players of the tournament in Switzerland’s most frequented location: the Zurich main train station. A 14 tonne place of pilgrimage that was 10 times larger than the wax figures on display at Madame Tussaud’s in London, Hollywood or Berlin. But every bit as detailed.

5 TV channels and over 25 newspapers, news agencies and portals were there to cover one piece of advertising. In a matter of hours, there were over 150 posts in 25 countries on the Internet. Major news titles, like BBC, Bild and USA Today featured it in their print or online versions. It not only reached major Brazilian and Argentinian football news, but also the cover of the biggest Hungarian newspaper and Chinese TV; a global success.A week before the final, the press declared Adidas the winning sports brand of UEFA EURO 2008. It was now officially recognized by 30% of the audience, against 12% for the competitors and reported an increase of 50% in the football apparel sales as well as an extra 15 % of the market.