Footsteps

Agency Network: 
Published/Aired: 
August 2013

Description

We harvested the energy from the footsteps of the 25,000+ people entering and exiting the Santiago de Chile international marathon. This energy was stored in a battery and used to project motivational messages that were displayed to the runners in the 39th kilometer of the race. The messages were synchronized with the unique chip numbers of every runner, allowing friends and family to personalize messages of encouragement. Created by iris in collaboration with Pavegen, the installation generated enough energy to display messages for six hours – allowing adidas to give every marathon runner a ‘Boost’ in their final strides. The installation is a creative vehicle inspired by the technology of adidas’ latest flagship running shoe, energy Boost™. Made of a unique material that is significantly more effective at absorbing and returning energy than traditional EVA materials, Boost™ claims to make runners more efficient.

Ambient advertisement created by Iris, United States for Adidas, within the category: Fashion.

Advertising Agency: Iris Worldwide, USA
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Highest Rated

Inkwell's picture

And the technology is more interesting than both! :)

Inkwell
Activity Score 148
Copywriter
certaintly's picture

the product is more interesting than the showcasing of it.

certaintly
Activity Score 3984
kleenex's picture

100% right.

kleenex
Activity Score 58777
Web Designer/Developer
Inkwell's picture

And the technology is more interesting than both! :)

Inkwell
Activity Score 148
Copywriter
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