September 2010 saw the overnight implementation of the biggest ever LED based Out-of-Home installation, on behalf of Reebok in Moscow. The display - consisting of a vinyl building wrap equivalent in size to two and a half football pitches – also incorporated an LED screen measuring more than 200 square metres.

Located close to both the Kremlin and Red Square, and adjacent to the Reebok concept store, the media placement and creative execution combined scale and movement in a truly unique way. When unveiled, the site generated over 300 press articles in 20 markets, and a cumulative news TV audience of 20 million – equating to more than Euros10 million of free media coverage.

Even better, the start line for Nike’s flagship “Run Moscow” event, was directly below the site!