Adidas wanted to be the N.1 football brand during the UEFA EURO 2008 football championships in Austria and Switzerland, sending their 'Impossible is nothing' philosophy far beyond the borders of the 2 countries.To rise above the standard advertising maelstrom, we needed something as monumental and entertaining as the event itself. So we borrowed the city's dearest attraction, a 60 meter high, 111 year old Ferris wheel in the 'Prater' amusement park in Vienna and installed a huge version of the world’s N.1 goalkeeper, Petr Cech, with 8 arms spinning along with the wheel. It was the symbol of the UEFA Euro 2008, welcoming over 4 million visitors a year.As a result, the wheel was seen live by over 1 million fans, doubling the number of tickets sold. 5 TV channels and over 25 newspapers, news agencies and portals were there to cover the piece. And major news titles such as the BBC, Bild and USA Today featured it in their print or online editions. Adidas saw an increase of 50% in football apparel sales and 15% more market share.

We installed a 61 meter tall version of the world's N.1 goalkeeper, Petr Cech, with 8 arms spinning along the ‘Prater’ amusement park's Ferris wheel. A landmark and a tourist attraction were joined to make an unbeatable goalkeeper you could take a ride with.To complete the experience, we spread thousands of 3D postcards as souvenirs, getting press and public to multiply the reach of the idea, and transforming the launch into a memorable event. We also spread ‘The Impossible Goalkeeper’ icon all over the city by hijacking the symbol of the Prater on traffic and metro signs.

Visible within a 2 km radius, it was seen live by over 1 million fans, doubling the number of tickets sold. 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 such as BBC, Bild and USA Today, featured it in their print or online editions. It reached major Brazilian and Argentinean football news, and the cover of the biggest Hungarian newspaper and Chinese TV.

4 different TV channels, like ZDF in Germany, broadcasted live from the installation during their game transmissions. Germany‘s biggest newspaper‘s blog used it as its symbol and posted a series of video-feeds about it made by two famous comedians.A week before the final, the press declared Adidas the winning sports brand of the tournament. Recognized by 30% of the audience, against 12% for the competitors, Adidas saw an increase of 50% in football apparel sales and 15% more market share.