Now we were already on board with Nike and its World Cup 2010 advertising campaigns. We already expressed our love its astounding 'Write the Future' commercial.
And now it has bowled us over again with an extension of that campaign - one you can get directly involved in yourself.
Using a Facebook app or the Twitter hashtag #NikeFuture, you can submit your own headlines (of up to 57 characters), to be displayed in huge letters above 90 metre high images on the 30-story Life Center Tower.
Each night, the American sports giant will choose 100 of the best headlines to display, along with the relevant picture, via the 207,520 LEDs being used for the stunt.
Cool stuff from Nike, who has definitely set the standard for marketing in this World Cup