15 runners used specially constructed cameras to document themselves throughout the marathon, meaning the entire course was reflected in the faces of the runners.15 runners were selected via Facebook, interviewed and introduced on the microsite, in adidas flagship-stores, blow-up, interactive screens and posters all around Berlin 2 weeks before the marathon. Besides this adidas targeted a big running fair parallel to the marathon.The heart of the campaign was http://www.adidas.com/campaigns/angesichtdesmarathons/content/index.asp?country=enwhere users could access all the runs, interviews with the 15 runners and background info. We raised awareness of the campaign by means of posters, flyers, PR, ads, the runners’ shirts and a film.

By being on the spot, on air and online, adidas enabled millions of people to witness the only and true documentation of the face of the marathon. On top of this, in-store sales increased by more than 30%.