The adidas adizero Sub 2 , adidas’ lightest marathon shoe ever (one shoe weighting 157g) made his debut as a special edition at the Berlin Marathon 2017.
To emphasize the light weight of the shoe, we gave people the possibility to compare it to something tangible in a surprising way.
We placed our print advert with the message “lighter than this newspaper” in the Berlin Marathon magazine that comes with the German newspaper Berliner Morgenpost one day after the marathon.
Print advertisement created by Heimat Active, Germany for Adidas, within the category: Fashion.
Managing Director: Florian Hoffmann
Executive Creative Director: Alexander Stauss
Art Directors: Gustavo Sato, Stefano Dessi
Copywriter: Theresa Wlokka
Graphic Designers: Gabriela Guzik, Moritz Federlein
Client Service Director: Daniela Strauss
Photographer: Florian Röske
Retouching Agency: HIGHLIGHTBERLIN
Production Agency: Mr. Bob Films