Singapore, 4^th June 2008 – Adidas' global football campaign is set to hit Singapore this month, with the aim of inspiring athletes around the country. Adidas has chosen JCDecaux Streetside and Mallscape network to endorse its campaign. The campaign, stemmed from a film project for Adidas football called "Dream Big", commences on 4th June.

The Streetside campaign sees two flagship bus shelters along Orchard Road dressed up, with an unmissable gigantic 3-D Adidas football shoes placed on the rooftop, coupled with 12-sheet posters and pillar wraps showing professional football stars Kaká and Xabi Alonso working side by side with young players. In addition, the Billboard and pillar wraps at The Heeren have been bought to increase hype and awareness for this event. This high visibility, high traffic platform will be able to grab the attention and interests of youths and young adults who frequent this urban hangout precinct, especially ardent football fans, who will recognize famous Argentina player, Lionel Messi, playing street football with kids on one of the pillar dress ups.

The rationale is to unite professional football players and youths through their common passion for the sport, embedding the notion that anyone can "Dream Big" when they open up an adidas shoe box, regardless of status or identity. The results of this movement celebrate the true meaning of 'Impossible is Nothing'.

Bernd Wahler, Chief Marketing Officer (CMO) Adidas Sport Performance said, ''I love this campaign because it encompasses what our brand is all about. We want to inspire and enable athletes around the world. It was a dream come true for those kids to be able to play with some of the best footballers on the planet."

"Dream Big" continues the Adidas tradition of showcasing elite-level athletes alongside real people, inspiring and enabling them to achieve their impossible. The integrated strategy consists of TV, digital, mobile, print and retail components, however all media serves primarily to guide consumers to the campaign's centerpiece - a 12-episode web series found at www.adidas.com/football.

The media push covers Asia, Europe, Africa and the US and will extend throughout the summer to tie in with the UEFA EURO 2008™. The campaign in Singapore will run over a period of 5 weeks to enhance profile and promote this much awaited football event.

Elise Yan, Marketing & Research Executive at JCDecaux Singapore highlighted, "We are delighted that Adidas has chosen JCDecaux as its outdoor partner to develop target advertising networks to reach out to the youth audience with such an inspiring message."

Adidas' global partners, Carat Media and TBWA, handled the media and creative duties of this campaign.

Campaign period:     4 June ~ 8 July '08 (Flagship Bus Shelters)
                                11 June ~ 8 July '08 (The Heeren Billboard & Pillar wraps)

Press Coverage
• Marketing-interactive, 11th June 2008