The outdoor media executions extended the TV creative message to the target audience in an unforgettable way. Each placement used an adaptation of the TV creative and featured leading footballers from the TV spot. The fans were therefore surrounded by their footballing heroes as they all ‘arrived’ in Portugal together. It brought football to the fans - the finale to the overall campaign.

adidas were right at the heart of the tournament. From the moment fans arrived at the host nation, strategic positioning of unconventional placements captivated supporters. Attendance of over 100,000 visitors to the adidas hosted event speaks for itself.