Oliver Kahn bridge crossing the Autobahn near Munich Airport

To welcome all guests of the FIFA World Cup 2006 kick-off match in Munich, adidas did not roll out a widespread poster campaign across the city. Since the goal was not just “talk of the town” but rather “talk of the world”, this conventional solution was turned down. By building a 65-meter wide Oliver Kahn bridge across a four-lane highway close to Munich International Airport adidas managed to create the buzz tbrand was looking for.

One execution. Global press coverage.

This advertising landmark disrupted the “No Advertising at German Autobahn” rule. And after five months of preparation the big Kahn was unveiled. Wider than a Boeing 747, this single installation was the key visual for global press coverage. Over four million people commuted through it and many more saw it in the press. In the first week after revealing it, it was displayed on double-page spreads in leading magazines like Focus, Stern, AutoBild and Fortune. And hundreds of daily newspapers talked about it, including New York Times and Financial Times.

If you have any comments or suggestions please email David Barton (david.barton@tbwa.de).