The world's greatest athletes inspire us with their real 'impossible stories', using their own words and artwork, in a unique multi-disciplinary campaign for adidas. The athletes describe and illustrate defining moments in their lives and inspire an unprecedented amount of integrated global content; including 21 TVCs, documentary programming, 'Your Story' MTV broadcasts, gaming, retail, music downloads, print and online. The athletes' artwork becomes a major international art exhibition and inspires exclusive product designs. Their stories present a truth and honesty rarely seen in brand content and offer a rare insight into how you can achieve all you set out to. Adidas' most integrated campaign to date launched in March 2007 on TV and spectacular outdoor sites across 5 continents and is orchestrated to keep giving the consumer more and different content. The athlete's stories and artwork go out globally using all media platforms including ATL, events, product design, TV programming, mobile, experiential, retail, gaming, music downloads - all supported by global and local PR. Every media channel directs the consumer towards the adidas.com site for a further wealth of documentary and interactive content. To achieve global impact the advertising agency worked closely with partner agencies from across all media fields. Just over 90 million people were exposed to the campaign online and approximately 22 million people interacted with the sites or banners during the first month alone. Globally viewers commented in blogs how the campaign convinced them of adidas' beliefs and values, and changed their perspective on athletes, who are shown to be passionate, committed and real people. This is a testimony to how a creative idea can improve perceptions of a company and of individuals, increasing brand values. The campaign's success shows how content created from one big idea can cover all media channels and even transcend advertising itself.