Run London AKQA/W+K.
Creative director/copywriter/art director
When Nike started Run London 10k back in 2000
I was lucky enough to get the brief.
Three years and three different campaigns later
we created my favourite, which required
participants to choose from three personal trainers,
one of whom was Paula Radcliffe.
Each competitor would receive emails
and texts from their chosen mentor 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 at 6.00am).
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.
It is an old piece of work but I feel
if this ran today as a social media campaign,
the enthusiastic uptake would be the same.
I was lucky enough to get the brief.
Three years and three different campaigns later
we created my favourite, which required
participants to choose from three personal trainers,
one of whom was Paula Radcliffe.
Each competitor would receive emails
and texts from their chosen mentor 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 at 6.00am).
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.
It is an old piece of work but I feel
if this ran today as a social media campaign,
the enthusiastic uptake would be the same.