TBWA Japan has won the Media Lion for the Best use of Outdoor in the Impossible Sprint campaign for Adidas which featured a vertical 100m dash. John Merrifield is the creative director/copywriter behind the ad that was placed last year on two buildings in Hong Kong and Osaka. TBWA found an excellent solution to grab people’s attention in the saturated outdoor advertising spaces in Asia and to deliver the Adidas “Impossible is nothing”. The campaign generated an incredible impact and received a lot of attention also from the media. The X-Games have expressed interest in making the vertical 100m dash a “real” sport.