Volontaire believes that companies have lost control of their brands and that they can turn this into a good thing.To prove this, we asked three interns to win the global Adidas account in three weeks, thus proving the brand promise 'Impossible is nothing'.Armed with a blog and a Twitter account, they created a platform for collective creativity with ideas submitted from all over the world.Campaign acknowledged the campaign, naming it the world's first 'Twitch' (Twitter Pitch). The Impossible Pitch generated +100 international blog posts and +1,000 tweets worldwide, calling the approach unique and the agency innovative.

Armed with a blog, a Twitter account and an open invitation to visitors to contribute, the interns created a platform for collective creativity and transparency in everything from product development to advertising concepts.Three weeks passed quickly and were filled with research, store checks, interviews, hundreds of published advertising ideas with direct feedback from the visitors and lastly, an integrated, global concept with the own channel, adidas.tv, at the center.The thought behind the concept is simple and also stems from Volontaire’s methodology: by re-allocating economic resources from bought media space to the development of strong ideas that distribute themselves, funds are released to implement large scale activities simultaneously in different parts of the world.

In less than three weeks, the blog attracted more than 12,000 unique visitors from 86 countries, who, on average, spent 3:16 minutes on the site. Articles in Campaign and Brand Republic named it the world’s first 'Twitch' (Twitter Pitch) and judged it to potentially change the way agencies compete for accounts. More than 100 blogs from all over the world mentioned the project as unique and innovative and about 1,000 tweets helped to spread the word.Moreover, Volontaire's belief became very apparent: that companies have completely lost control over their brands.