Adidas' "Be the difference" campaign, during the Champions League, was in full swing when our client approached us with a special idea. Brave as we were, we accepted the challenge that no one else would. The idea: to hit a plastered wall with footballs during an activation event so that the plaster crumbles and a campaign motif behind it is exposed.
Stressful weeks were ahead of us, no doubt. But it was so so worth it. .

We activated our network and actually found someone who developed a special wall plaster that would crumble in a very particular manner. The event space with 600 square metres of house facade, in Berlin-Mitte was quickly scouted and marked. The clock was ticking.

2,500 litres of plaster, 10 graffiti artists, 500 spray cans, 600 square metres of turf, 12 tonnes of scaffolding tubes and 18 tonnes of concrete to weigh down the scaffolding structures. Probably the most unique event space in Berlin was about to take place. Everything was ready to be kicked off, and the footballs too.

The only thing missing was the 350 fans, who exposed the wall, freeing it of the plaster cover with the new adidas Champions League balls in brand new adidas shoes. Music with drinks for free. Finally, a team spirit arose among all to "defeat" the wall. All's well that ends well. The plaster fell, the motif was exposed. Everyone breathed a sigh of relief, high fives all around.