Adidas has a great running heritage in Canada. Unfortunately, they had fallen to seventh in running shoe brands in the country. We had to put them back on the map.
We created #runmore - an integrated campaign that spoke to runners instead of at them, based on the simple insight that once you fall in love with running, all you want to do is #runmore.
Throughout 2015, we rolled out a launch video, a weekly run crew, in-store incentive programs. And as the ultimate expression of #runmore, we held adidas Canada’s first race on the day the clocks turned back – the only 25-hour day.
Our 500 runners goal was smashed 2 weeks after the registration opened at runmore10k.ca. Finally, on Nov 1st, they took over the night. Most of Canada woke up with an extra hour of sleep. Runners woke up having done an extra 10k.
See the case study: lookwhatwemade.ca/runmore.
PROJECT ROLE: Brand Manager, Production Coordinator
Client: Adidas Canada
Creative Agency: Tribal / DDB Canada
Account Director: Susan Charles
Account Executive: Monica Bialobrzeski
Creative Director: Diego Bertagni
Copywriter: Frank Macera
Producer: Lorrie Zwer