As part of a massive marketing push by adidas in March to get its new NMD silhouette off the ground, Swedish creative agency Act Normal was enlisted by Herzo to reach audiences all over Europe while passing the well-beaten path of celebrity endorsements. To this end, they placed enormous light cubes in nine cities across the continent, not only to show off images of the NMD collection, but also to encourage interaction with sneaker enthusiasts from Barcelona to Berlin. Through live video-sharing and a showcase of Instagram photos, these audiences were able to share their urban grounds, helping in part to make the NMD launch one of the most successful campaigns in adidas Originals history. Check out the video above to see how the campaign was executed.