A city as a source of the ‘creative spark’. Urban streets as basis for bold and massive campaigns. For many decades, smaller towns and megalopolises have been inspiring advertising agencies behind multiple marketing projects, which on the one hand are targeted at promoting brands and, on the other hand, encourage consumers to compare different cities, unveil creativity and strong dedication to sport, cinema and quests, or even bring rural accents to urban settings. We at Popsop have reviewed global brands’ ad activity during 2010 and first two months of 2011 to see how they’ve been embedding city into their promotions. Now, we are presenting our 3-part study dedicated to the subject. The first section of this review will highlight competitions, cross-city studies, urban sport-related promotions, which have been taking place within big cities around the globe and in a way were dedicated to them.