Roles of each medium were carefully considered. One key piece tapped teens’ love of posters, offering a collector pull-out in magazines. TV created an emotional halo. Outdoor walls were chosen as iconic sites across metropolitan centres worldwide. Outdoor offered a disruptive concept. Whereas most outdoor uses only seven words, this campaign's mantra was over five sentences.

Breaking this ‘rule’ was intentional provoking consumers to consume outdoor in a way that was entirely fresh.

'Impossible is Nothing' found immediate relevance. The brand’s values and history are becoming relevant again. The posters are being traded on eBay. In initial focus groups, teens are referring to the ‘ads’ as inspiring. People are finding relevancy in the fresh media experiences of this campaign.