Sports apparel manufacturer Adidas does everything it can to promote its products, to the extent where their campaigns have a bit of a megalomaniac feel to them. During the 2006 World Cup, in Germany, Adidas built an arch over a Munich free-way with a large figure of Oliver Kahn and, more recently, during the 2007 America's Cup, placed four giant football players playing a ball between them. For the 2008 Euro Cup the stakes were higher and colossal figures were scattered all over carefully picked European cities. The campaign was aproprietly named Dream Big.
Whoever passes through Viena, for instance, might get a fright at the sight of a giant Ferris wheel with the image of Czech goalie Petr Cech with eight arms, like an indian godess! Or, if you need to travel by train and go to Zurich's train station, you might find yourself among some weird 20 metre-tall passangers, with arms wrapped round each other, forming a circle, representing some of the championship's key players. Also, don't find it strange if a truck loaded with large football boots in the colour of the participant countries goes past you on a highway.