Credits:
Campaign: Audible Run for the chapter
Advertising Agency: Miami Ad School, Berlin, Germany
Art Director: Nursolehin Yunos

Tags:
Digital Campaign, Electronics, Technology, Audible, Miami Ad School, Fitness, Workout, Running

“We built the Joyride bead cloud, an installation in a coveted spot in the Dubai Mall Nike store on Fashion Avenue that explained how the beads help improve recovery running. While the technology behind the beads is impressive, we didn’t want to get too caught up in the details of how it works. Instead, we focused on creating a beautiful, artistic sculpture that brought out the playfulness of the shoes and conveyed the essence of what it’s like to go running in them: smooth, effortless, and freeing.

The installation, which was 4m long and over 3m high, was an extraordinarily large undertaking. The CNC-ing of the shoe took over a week in machine time alone, and that didn’t include finishing. We used 148 servo motors to power the beads, which moved at 25cm per second. Building the animations to project onto the beads was a complex process, and we kept tweaking and improving them throughout the duration of the project to ensure they looked exactly right. There were many “what ifs” and “therefores” to write into the code, and the team worked hard to determine every single possible scenario.

Our biggest challenge was ensuring that the interaction worked by triggering the sensors and lights without disrupting the animation, but still making it feel like a responsive experience. We also faced an unexpected and unusual battle: one with air conditioning, as even the slightest breeze could make the beads sway. We added weights to them to help keep them still.”

The results
It was exciting to work on a project that lived in such a high-profile location. The Dubai Mall is the second-largest mall in the world and attracts tens of thousands of visitors a day, driving millions of impressions throughout the campaign.
Even if shoppers only saw the eye-catching installation in passing, they still understood that the Nike Joyrides contain a thousand beads that work hard so you don’t have to.

Tags:
Best Outdoor Campaign, Nike Joyride, Nike Bead cloud, OOH, Best Mall Activation, Joyride bead cloud, Running, Shoe, Dubai Mall

The campaign contrasts footage of Spirig’s incredible endurance – running, cycling and swimming through the Swiss mountains – with the intimacy of caring for her three young children. The film is made by award-winning creative director and sports expert, Andy Fackrell. Fackrell has a rich legacy in the creative field, having worked with leading agencies such as Wieden + Kennedy and 180 Amsterdam on the two biggest sports brands in the world – and most recently he’s committed his time to environmental and socially conscious campaigns.

Andy Fackrell, Creative Director:
“I’ve been lucky to work with some of the biggest names for Nike and Adidas, but this was the first time working with an athlete who is also a mother of three. And one that’s been competing at this level for 20 years. The reason she’s so good is more than simply talent – being a mother has made her even more determined and focused. She may well be the greatest endurance athlete in the world. And on top of this, she’s also a lawyer. Therefore, I can safely say: superfrau, Nicola Spirig most definitely is.”

“In this day and age” says Spirig, “I believe you should be able to enjoy motherhood and enjoy continued career success, whether it’s in professional sports or any occupation. I’m proud to be part of the assembly of professional sportswomen who are speaking out for their rights as female athletes and I believe that our collective voice is finally being heard. My sponsor, On, is a real trailblazer in their support of parenting athletes and I am truly grateful that such a progressive and forward-thinking company has given me the freedom and encouragement to pursue the joint family and competitive sporting life I choose without any restrictions whatsoever.”

In the past few years, several high-profile female athletes have returned to their sport after giving birth, continuing to win big, with examples including Serena Williams, pro golfer Stacy Lewis, and runner Alysia Montano. According to ESPN’s survey of professional athletes who are also mothers, 41% percent said their income decreased when they became mothers.

On Running believes no athletes should ever have to compromise their sporting career to have a family.

About On:
On is a young Swiss sports company based in Zurich (Switzerland), Portland (Oregon, USA), Yokohama (Japan), Melbourne (Australia), São Paulo (Brazil) and Shanghai (China). It has one simple mission: make running fun. A team of sports scientists, world-class athletes and designers spearhead this mantra.

On running shoes are winning design and technology distinctions all over the world – most recently the ISPO Product of the Year and Gold Award for the Best Performance Shoes 2017/18. World Champion and elite athletes are winning podiums all over the world in On.

On’s ingenious CloudTec sole is patented worldwide. Seven years after market launch, On is available at more than 4,000 specialist running stores and over 50 countries in Europe, North America, South America and Asia-Pacific.

For more information, visit www.On-running.com

Credits
Client: On Running
Head of Sports Marketing: Feliciano Robayna
Sports Marketing Activation: Sarah MacNeil
Agency: Andy Fackrell, Sydney
Creative: Andy Fackrell, Sydney
Director: Sam Coleman, Giant Films, Cape Town
Exec Producer: Anna Telford, Butterfly Films, Cape Town
Line Producer: David Horler, Cape Town
Line Producer: Catherine De la Harpe, Cape Town
DOP: Devin Toselli. Cape Town
Production Design and Costume: Wendy Fredriksson, Cape Town
1st AC: Miche Britz, Cape Town
Editor: Steve Gulik, The Post Office, Auckland
Original music: Grayson Gilmore, Wellington
Sound Design & Mix: David Liversidge, Big Tree Studios, Auckland
Colourist: David McLaren, Big Tree Studios, Auckland
Online/Flame: James Corden, Big Tree Studios, Auckland
Post Production Producer: Rachel Liversidge, Big Tree Studios, Auckland
Creative PR: Jessica Hartley, The Humblebrag, Amsterdam

Tags:
Triathlon, On Running, Latest Marketing Campaign, Pregnancy, Motherhood, Athlete, Running, Cycling, Swimming, Wieden + Kennedy

Local insight: Running in Bangkok is restricted to gyms (No fun) Or parks, where you’re running in circles (Boring) A shoe that makes running fun needed an innovation that did just that.

Execution: We turned the city of Bangkok into a real-time running game. The moment you step out of your house and switch on your Bluetooth, it’s game on. Like Mario Bros, but in the real world. The more streets you explore, the more tokens you collect. The more tokens you collect, the more rewards you unlock. We even motivated you to explore more of the city via surprise missions. Making every run a different one.

The Tech: By spreading 200 beacons across streets, parks and alleyways, we could seamlessly connect all the runners in Bangkok at the same time. Working with LINE (Thailand’s biggest messaging app), we built an integrated platform inside their chat messenger. Which meant, anyone and everyone could be a part of the game without having to download any additional apps.

Changing running behaviour, one mission at a time. An intelligent back-end system allowed us to study running patterns of the players. Pushing them beyond their usual route to explore different parts of the city at different times of the day/night via missions

No app downloads. Lace up, game on. We didn’t want our tech to interfere with existing running behaviour. So we built the entire game inside Line’s chat messenger. Just step of your house, switch on your Bluetooth and your phone would automatically collect the tokens.

Results: 15632 runners, 35,380 km run, 3,362,021 tokens collected in 15 days.

Credits
Advertising Agency: BBH, Singapore
ECD: Joakim Borgstrom
Creative Director: Xander Lee
Creative Team: Sudhir Pasumarty, Omar SotoMayor, Dillah Zakbah, Nikhil Panjwani, Jiarong Sng, Alexa Ong
Account team: David Webster, Sid Tuli, Ross Henderson, Anna Lorentz Production

Tags:
Experiential, Singapore, Fashion, Nike, BBH, Nike Go BKK, Sport, Technology, OOH Advertising, Best Outdoor Advertising Campaigns, Best OOH campaigns, Best Outdoor Ads

She decided to take to running, something she has always loved the most. But for that to happen she very well knew that she had to quit smoking. She knew that to run and climb the mountain ahead she needs to first knock down the big hurdle of smoke that was keeping her from realising her dreams. She had two choices, she chose freedom. And now, after 25 years, she is back into the sport she has always wanted to be in. She inspires others to run as a teacher. We believe it’s a great story well shot showing the transformational journey of Karen from addiction to cigarettes to getting addicted to her sport.

Nicorette – Breathe Again

Credits
Advertiser: Nicorette
Campaign: Breathe Again
Advertising Agency: J. Walter Thompson, Sydney, Australia
Executive Creative Director: Simon Langley
Creative: Nick Doring
Director: Edward Copestick
Group Account Director: James Tracy-Inglis
Editor: Kel Gronow
Agency Producers: Sue Lind, Paul Leaning
Account Manager: Charlotte Hazlewood
Drone Footage: Blake Walsh

Tags:
Film, Australia, Pharmaceutical, Nicorette, JWT, Breathe Again, Nicorette Breathe Again, Smoking campaign, Smoking Ads, Digital, JWT, J. Walter Thompson, Health, Sports, Running

Adidas Runners is a global community – that brings people together in pursuit of their own running goals. Be it social running, or breaking their own bests, adidas Runners provides quality inputs through experts, curated running sessions and cross-training workouts to help all runners get to where they want to be.

Isobar, the digital agency from Dentsu Aegis Network that handles the digital solutions for adidas, has recently launched a digital campaign – #ItsOnYou.

The core objective is to expand the brand’s community of runners, especially women non-runners. While most brands are striving to garner new audience through strong communication, which is driven by motivation and persuasion; adidas came up with a digital film with a counter-intuitive concept. Instead of giving reasons to women to run, the brand rode on the belief that no one can make someone run, unless they want to.

The goal of the film was to make women realise that no external motivation can drive them, nor can any excuse hold them back. Every reason one gives to go for a run, and every excuse one gives to skip a run, there’s something above them all – they themselves. To back this philosophy, the #ItsOnYou communication was crafted.

On the launch of the new campaign, #ItsOnYou, Sunil Gupta, BU – Head, adidas Running said, “#ItsOnYou is a thought that echoes an urban dilemma – the clash between the excuse and the tiny voice within, that knows the hollowness of the excuse. Of the fact that if we’re to achieve something for ourselves, everything to make it happen – is ultimately, within’. Through the film, we set out to showcase some of the thoughts people might have at the ‘moment of truth’ – that metaphorical wake-up call which may spur is into action or lull is into accepting another excuse. Through real people and their very real stories, we hope the message reaches women across strata, geographies and professions – that their run, their energy is in their own hands. The team at Isobar captured this thought beautifully.”

Anish Varghese, National Creative Director, Isobar India said, “In today’s busy lifestyle, it’s getting easier for people to find excuses – whether it’s to run or not to run. This is an attempt to make people realize that no matter what excuse you choose, nothing in the world can make you run. There will be many things which will pull you back, but in the end the onus is on you to get up and go for that run.”

Campaign Credits:
Brand: Adidas
Advertising Agency: Isobar
National Creative Director: Anish Varghese
Group Creative Director: Anadi Sah
Associate Creative Directors: Vibhor Yadav & Amit Singh
Group Head: Kritica Pareek
Account Managers: Proneeta Das Tsering & Radhika Rampal
Film Director/Senior Producer: Taj Ali Naqvi
Production House: Orange Candy Productions

This Article is related to:
360 degree initiatives, digital, on-ground branding, Digital Campaign, Adidas Campaigns, Adidas, #ItsOnYou, Fitness, Running, Isobar, Orange Candy Productions, Dentsu Aegis Network, Digital Agency, Adidas Runners, Best Digital Campaign, Creative advertising ideas, Advertising campaigns, Social media campaign, Marketing Ads, Digital Innovations, Out of the box ads, Viral videos

Sometimes the only way to beat your critics is to run. To run as fast as your feet will take you. Tata Salt Lite with 15% less sodium is proud to be associated with Colors Pinkathon and encourages every woman to not just stand on her own feet, but to run with them. So go healthy. #GoActive

Tata Salt Lite – ‘Don’t Listen’ in association with Colors Pinkathon

Anirban Roy, Senior Vice President – Planning, Ogilvy Mumbai: Running is a metaphor for life: no matter how you run, where you run, when you run and from what you run, we believe our work will inspire women to adopt an active lifestyle. In an age when most brands struggle to get past her attention wall, it is an honest effort by a brand that has been championing societal health and well-being for decades.

Namrata Keswani, Head of Digital Domain, Ogilvy Mumbai: Even today, the woman of the house gives her own self the least priority…Without realising that if she doesn’t focus on herself, she will not be able to give her best to her home and family. This work is a noble effort to make her go active and remain healthy.

Sagar Boke, Head–Marketing, Consumer Products Business, Tata Chemicals: A healthy family, a healthy nation and a healthy world begins with women. The first step in empowerment is taking control of one’s own health and nurturing oneself. By virtue of associating with Pinkathon, Tata Salt Lite seeks to motivate women to run for their health, regardless of what society dictates. Tata Salt Lite, a low sodium salt, is ideal for people who seek an active lifestyle. With the Pinkathon association, we not only hope to strengthen the brands Health credentials but also create a strong emotional connect with its consumers.

This Article is related to:
Colors, Bajaj Electricals, Tata Salt Lite, Colors Pinkathon, Milind Soman, Empowering Women, fitness, health, V Wash Plus, Reebok, Apollo Foundation, Red FM, Bisleri, Marathon, Running, empowerment, inspiring film, Inspirational campaigns, #GoActive, Pinkathon 2017

And at the end of the race, the equivalent of coins collected will be donated to the community in the participant’s name. The marathon is called ‘Tel Aviv Samsung Marathon’ and was launched on 24 February, 2017.
Take a look at the video here,

The video is pretty creative. The basic idea has been taken from classic video games like Mario and Sonic the Hedgehog. It starts with a person getting ready to run but as soon as he starts the scene changes into that of a video game. The details are very well kept in mind. The characters look like the ones in video games. The music is similar to our classic video games and a voiceover guides the viewer through all the stages.

It is a great idea for Samsung to introduce such a marathon as it is unprecedented. Also, it gives a feeling of gratification to the participant by doing something for the community. The brand has used emotional appeal in this campaign by introducing the donation part.

Credits:
Brand: Samsung
Campaign: The Gaming Marathon
Advertising Agency: Leo Burnett, Israel
Chief Executive Officer: Adam Polachek
Executive Creative Director: Ami Alush
Copywriters: Oren Ben Naim, Oded Zur
Art Directors: Meital Miller, Raphael Nattiv
Producer: Menny Zarhia
Account Director: Limor Michaeli
Account Manager: Tseela Freund
Account Executive: Inna Tubin

Behind the scenes

Credits
Client: Gatorade
Agency: TBWA/Chiat/Day Los Angeles
Production Company: Moonbot Studios
Senior Vice President, General Manager: Brett O’Brien
Senior Director, Consumer Engagement: Kenny Mitchell
Director of Digital Strategy: Jeff Miller
Manager, Digital Media: Abhishek Jadon
Senior Director Sport and Athletic Services: Jeff Kearney
Sports Marketing: Kyle Grote
Sports Marketing: Aminah Charles
Chief Creative Officer: Brent Anderson
Executive Creative Director: Renato Fernandez
Creative Director: Mark Peters
Senior Copywriter: Cyrus Coulter
Senior Art Director: Paulo Cruz
Director of Production: Brian O’Rourke
Executive Producer: Guia Iacomin
Senior Producer: Stephanie Dziczek
Producer: Cristina Martinez
Print Producer: Gabriella Nourse
Art Producer: Gabrielle Sirkin
Managing Director: Jerico Cabaysa
Brand Director: Robyn Morris
Brand Manager: Erika Buder
Associate Brand Manager: Theo Kirkham-Lewitt

It’s time to lace up those shoes. It’s time to go turbo! #justdoit

Credits
Website: Nike
Advertising Agency: Wieden + Kennedy, Delhi, India
Executive Creative Directors: Kim Papworth, Susan Hoffman
Creative Director: Mohamed Rizwan
Copywriter: Ankita Tobit
Art Director: Anyaa Dev
Executive Producer: Jules de Chateleux
DoP: Matias Boucard
Agency Producer: Deb Drumm

Apple Watch — Find

Lost your iPhone? Apple Watch will quickly help you find it.

Apple Watch — Climb

With Apple Watch it’s easy to keep track of your heart rate and push yourself to go further.

Apple Watch — Chase

Ready to start a rivalry? Apple Watch lets you set fitness goals and compete against family and friends.

Apple Watch — Swap
With Apple Watch it’s easy to change bands and switch faces to suit any occasion.

Apple Watch — Golf

Apple Watch tracks your daily activity and lets you know when you’ve hit your goals. No matter how you get there.

Apple Watch — Rain

Apple Watch always keeps you one step ahead of the weather.

Apple Watch — Surprise

With Apple Watch you can receive messages and set the mood right from your wrist.

Apple Watch — Row

During a workout, Apple Watch knows when to give you a little push.

Read more at Adnews

Asics has launched a new brand platform, ‘Want it more’, featuring real people pushing themselves hard physically to achieve their fitness goals.

Want It More

Credits:
Campaign: ASICS: Want it More
Client: Asics
Senior General Manager, Global Brand Marketing: Paul Miles
Global Advertising Manager: Eva Sutter
Agency: 180 Amsterdam
Executive Creative Dir: Dan Treichel, Dave Canning
Art Director: Tony Bartolucci
Copywriter: Joe Craig
Executive Producer:
Producer: Bethany Papenbrock
Asst. Producer: Davide Janssen
Account : Jim O’Regan
Business Affairs: Akvilina Jaskunaite
Planner: Ben Armistead
Production Co.: Smuggler/Gatehouse
Director: Henry Alex Rubin
DP: Ken Seng
Producer: Ben Link
Executive Producer: Chris Barett
Editorial Co.: Marshall Street Editors
Editor: Spencer Ferst
Producer: SJ O’Mara
Assistant Editor: Jake Armstrong
Online Facility: MPC Amsterdam
Colorist: Jean Clemant