RUN LONDON - AKQA/WIEDEN+KENNEDY
When Nike started Run London 10k back in 2000 I was lucky enough to get the opportunity to persuade the capitals's runners to sign up for the event.
Three years and three different campaigns later we created my favourite, which required participantS to choose from three personal trainers/mentors (one of whom was Paula Radcliffe) who would email and text them with everything from training and nutritional advice to early-morning messages of encouragement (or in the case of ex-military hard man O'Keefe death threats if they were still in bed). As an avid marathon runner myself this was great fun to write and art direct. The campaign was a huge success and the event was filled within days.
Three years and three different campaigns later we created my favourite, which required participantS to choose from three personal trainers/mentors (one of whom was Paula Radcliffe) who would email and text them with everything from training and nutritional advice to early-morning messages of encouragement (or in the case of ex-military hard man O'Keefe death threats if they were still in bed). As an avid marathon runner myself this was great fun to write and art direct. The campaign was a huge success and the event was filled within days.