adidas Take the Stage London 2012 Olympics campaign

An Olympic-sized print advertising deal, with 17 inspiring illustrated cover wraps for the Metro.

In adidas' biggest ever print advertising deal, we grabbed the attention of London's commuters by creating bold, beautiful newspaper cover wraps for each day of the 2012 Olympic Games.

We drove readers to adidas stores with free limited-edition prints. Every adidas store ran out of prints every day. It was so popular, we extended to t-shirts and adidas print ads.

Our award-winning campaign reached an estimated 64.6 million readers. #TakeTheStage was tweeted more than 100,000 times between June and Aug 2012 and @adidasUK was mentioned more than 15,000 times on the day of the closing ceremony.
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