As part of the Impossible is Nothing 2007 campaign, Adidas has launched in the UK a website (and a sort of viral action) called The Impossible Story.
The site allows users to upload their own photo, and then to be the main character in an animated cartoon adventure. Among the "crazy" things you can do, you can slamdunk the moon or eat a flying shark... just use the keyboard to move your character around the screen.
I was not excited by this website... the concept is not new, and it also look quite "childish". Maybe the target are teenagers, I don't know, but I can't see an adult being hooked to the site. The Impossible is Nothing concept is so nice and broad, it could have been exploited better...