Adidas wanted to bring its strapline "Impossible is Nothing" to life. Adidas stars including David Beckham, Jonah Lomu and Yelena Isinbayeva were used in the campaign as were Rob and James - also known as the Everest boys havng climbed the world's highest mountain aged 16.

To convey the truth that with enough determination there's nothing that can't be achieved via the stories of leading sports stars and ordinary people.

All the films were placed on the Adidas website but two, the David Beckham film revealing his experience of fan abuse after being sent off at the 1998 World Cup, and the Everest boys were also used as TV ads. An integral part of the activity was the interactive TV site offering extra content from the two stories. Viewers were enticed to press red with "Take the next step" when the Everest ad ran and "Exclusive - David's Story" on the Beckham film. Viewers who took up the invitation found extended footage of David Beckham and Rob and James.

The success of the activity was measured by questioning those who had interacted, those who had watched the ad and consumers who hadn't seen either execution.

A key boost to the effectiveness of the activity was the fact that 58% of those with the remote control were not alone when they pressed red. Ten percent of interactors were in the room with three other people. Interactors were more likely to have taken action after watching the ad with 39% having visited an Adidas retil outlet and 32% having visited the website.