To launch the new adidas “Ready to Run” campaign in the Netherlands, we brought legendary goalkeeper Edwin Van der Sar back from retirement. We built a special “goal-barge” and gave the people of Amsterdam the chance to score against him, while he was moving along the canals. We teased the happening using Twitter, Facebook, blogs, and the adidas website - the final route of the Van der Sar barge, together with 4 shooting points, was only revealed minutes before start. Each shooting point had 10 balls ready and the first ones to arrive got a chance to shoot. By using the power of social media we made the people of Amsterdam run and gave them the chance to score against one of the best goalkeepers of all time.
Advertising Agency: Iris, Amsterdam, Netherlands Creative Director: Tom Ormes Art Director: Rachna Dhall Copywriter: Carlos Pabon Account Directors: Sharon Sarinas, Mark Brounen Additional credits: Fixers promotion, Wenneker.tv Published: April 2012via adsoftheworld.com