The highly anticipated derby between Milan and Inter was played on Saturday 2.4.2011. A game that was worth the scudetto. For the occasion, adidas wanted to celebrate Milan with an extraordinary screening of the new ad “adidas is all in”, which is going around the world not only on TV, but above all on the internet. 30 Stark projectors were used for this big event.
Before and after the scudetto derby between Milan and Inter, the external part of the Milanese temple (red tribune side) is the backdrop for a monumental projection, accompanied by the audio of the song from the TV commercial: Justice’s “Civilization”. Three versions of the new spot were screened in the upper section of the façade, one completely dedicated to AC Milan.

In the lower part, photographs in line with the mood of the new advertising campaign alternated with the faces of adidas testimonials such as Lionel Messi, the singer Katy Perry, the NBA star Derrick Rose, the captain of the All Blacks Richie McCaw and obviously a image of AC Milan. Inside the stadium too, the images of the adidas testimonials protagonists of the campaign were projected on the 4 towers positioned at the corners of the plant.