How we brought the iconic Adidas Superstar campaign to the streets of Madrid and Barcelona with poster pasting
“Del asfalto a las calles del mundo”. With that phrase, adidas Superstar sums up a campaign that has already been seen in Madrid and Barcelona. The idea was simple: take the sneaker out of the shop window and put it where people move. That is what we did with a poster pasting right out in the street.
What was seen in Madrid and Barcelona
In both cities, the adidas Superstar posters appeared. No screens, no videos and nothing that depends on a battery. Paper, wall and a location designed so that the message crosses paths with whoever walks by there.
That is the point of street marketing: not to interrupt, but to be part of the landscape. Whoever walks past does not see an ad, they see the city. And there lies the difference with other formats.
Wild posting works because it is direct. The poster is at eye level, on the way from home to work, on the usual corner. You don’t have to look for anything.
Why this format fits a brand like this
Adidas Superstar speaks of history and style in the same sentence. That mix calls for the street, not a display case. That is why the campaign relied on posters and not on another type of medium.
- It lives where people live: sidewalks and walls that are crossed daily.
- You can’t skip it: here there is no skip button or any blocker that works.
- It repeats without tiring: the poster stays there one day and the next, and it stays in your head.
- It speaks the brand’s language: in this case, the urban style that the sneaker calls for.
- It is seen in two cities at once: Madrid and Barcelona, with the same message.
Leaving a mark on the street
The campaign’s message encourages stepping hard and leaving a mark. That is what the sneaker seeks and that is what a good poster pasting seeks: for the brand to occupy a piece of the city without asking permission from the mobile screen.
When the poster is well placed, well glued and in the right spot, people look at it, comment on it and share it. Nothing more is needed.
If you have a brand, a launch or a collection that you want to see on the streets of your city, write to us. We take it where the people are.