adidas goes BIG with activation for UEFA Euro 2008...

Right when you think you have seen it all, adidas has taken off-site branding to another level with their new activation tactics for UEFA Euro 2008.

Adidas created a 17-meter-high huddle of eleven players inside the Zurich train station. Weighing over seven (7) tons, the display is a self-supporting, interactive display. Each of the players cheer for each other in their own language twice per day during rush hour. The concept was created by TBWA Berlin. I posted some a collection of pictures detailing UEFA Euro 2008 activation in the Global Activation Gallery and enclosed a sample picture of the display below (notice the size of the figures in comparison to consumers passing by).


Adidas also demonstrated its tremendous branding creativity by mounting a likeness of Czech goalkeeper Petr Cech with eight (8) arms onto the Giant Ferris Wheel in Vienna... These are some incredible branding tactics!