Enhance the Adidas image as being a young, active, inspiring sports brand. Claim the city of Berlin to be the 'Adidas place to do your kind of sport'.

The media idea was developed by the agency team rather than a media team.First of all, they identified a couple of thousand places in Berlin to support the idea behind the adidas Berlin City Games 'Your city – Your arena'. Instead of classical media placements - buildings, streets, street signs, construction sites, monuments, fountains, green spots, lanterns and so on, were located and subsequently 'marked'. Each of these spots, locations or objects had the undiscovered potential of being transformed into a playing field. And, each of them were being used for the very first time for advertising.

The success of the 'Berlin City Games' was taken to a surprising level due to the enormous hype created by the presence of the ambient 'markings' scattered around the city. The markings, initially planned as a secondary guerilla action to complement the above-the-line campaign, became the main focus around the games and its organised events. Furthermore, they encouraged 'own initiative' sports happenings. Not only were the 'markings' successful because of their unconventional placement, but they also became a symbol that Adidas understands its target group and their way of life.