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We turned ad space
into space for sport
Adidas Europe
Problem
Adidas wanted us to conceptualise a low-cost-high-impact brand campaign that would let them appear to be the guardians of urban sport spaces - which are declining at a worrying pace.
Big Idea
It wasn't enough to use the usual media channels to shout about the necessity of urban sport spaces. We thought long and hard about what space in urban environments is plentiful - the answer was advertising space. So we repurposed advertising billboards into interactive spaces for sport via 'special builds'
Solution
The Special Builds were just the beginning - an eye-catching way to draw attention, which was then backed up by geo-targeted placements near sites of special sport significance and a meaningful social campaign.
Context?
Some of our boldest ideas are hiding in plain sight. Click the ‘Extra Context’ button wherever you see it to uncover the thinking, craft, and creative decisions behind the work.
Because at unboring, the why is just as powerful as the wow.
.jpg)
We turned ad space
into space for sport
Adidas Europe
Context?
Some of our boldest ideas come with layers. To explore the thinking, craft, and creative decisions behind the work, check it out on desktop - where the full experience comes to life.
Solution
The Special Builds were just the beginning - an eye-catching way to draw attention, which was then backed up by geo-targeted placements near sites of special sport significance and a meaningful social campaign.
Problem
Adidas wanted us to conceptualise a low-cost-high-impact brand campaign that would let them appear to be the guardians of urban sport spaces - which are declining at a worrying pace.
Big Idea
It wasn't enough to use the usual media channels to shout about the necessity of urban sport spaces. We thought long and hard about what space in urban environments is plentiful - the answer was advertising space. So we repurposed advertising billboards into interactive spaces for sport via 'special builds'
In a media landscape saturated with polished campaigns and fleeting impressions, the special builds in urban areas became the soul of the Adidas campaign, repurposing traditional ad space into tangible arenas for sport. By transforming rooftops, alleyways, and overlooked pockets of the city into temporary courts and play zones, we did more than advertise - we activated.
These builds turned passive eyeballs into active participants, reclaiming space for communities and proving that sport doesn’t need permission, it just needs a place. In doing so, Adidas made a bold statement: every square metre of the city has the potential to move people - literally.
PHASE 1
PHASE 2
The geo-targeted out-of-home placements were more than just well-placed billboards, they were acts of homage.
Each site was chosen for its historical significance to urban sport culture, from disused basketball courts to iconic five-a-side cages and legendary skate spots. By placing bold, irreverent creative just metres from where generations had played, Adidas created a powerful feedback loop between past energy and future opportunity.
These ads didn’t just speak to athletes - they spoke to locals, legends, and legacy. It was location-based storytelling at its most potent: a reminder that every borough has its own sporting heartbeat and Adidas is listening.
PHASE 3
