Road to Sydney
International campaign
Agency 180 Communications Amsterdam
Role Concept + art direction + design
adidas launched its Olympic campaign "Road to Sydney" and needed some tactical print ads. They asked us to come up with a solution that was flexible enough to illustrate any athlete's journey in one cost effective visual. Each execution needed to be quickly customisable so it could run immediately after any athlete attained a new goal along the way. Our graphical solution was to create a unique visual template made of a mosaic of a single visual details relevant to each sporting discipline – to dramatise the notion of repetition and by that, the journey any athlete has to follow to get there. Here's how it works.
