Me and My Shadow

A Spanish Sports Newspaper's Clever Digital Play

Published on .

For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.

Adidas ad

Readers of, the online version of the Spanish sports newspaper, were targeted in this campaign from Adidas as it promoted its Techfit range of sportswear.

Four high-profile sportsmen were brought in for the digital campaign, in which they were seen trying to beat their own shadow. The idea was that by adding an extra degree of effort, it is possible to beat yourself.

The ad was activated by clicking on the box and the creative proceeded to take over the whole page. Messages at the start and end of the executions, as well as links to other creatives in the series, kept readers interested and the message on target.

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