Cannes Lions

Great warm up

FRED & FARID SHANGHAI, Shanghai / THE NORTH FACE / 2016

Presentation Image
Demo Film
1 of 0 items

Overview

Entries

Credits

OVERVIEW

Description

We hijacked the finish line of one of Asia’s biggest marathons: The Great Wuxi Marathon, where we congratulated runners that “Warm Up Is Over.” We placed this message on every iconic finisher item: victory flags, a podium, and trophies – of a guy warming up. These “Warm Up Trophies” were awarded to finishers, and also the winners themselves, with an unnecessarily grandiose one going to the marathon champion. Running bibs led to an online parody list comparing the marathon they just ran, and the TNF100. Products on our T-Mall Online Store (China’s Amazon) did warm up exercises.

Execution

We hijacked the finish line of one of Asia’s biggest marathons: The Great Wuxi Marathon, where we congratulated runners that “Warm Up Is Over.” We placed this message on every iconic finisher item: victory flags, a podium, and trophies – of a guy warming up. These “Warm Up Trophies” were awarded to finishers, and also the winners themselves, with an unnecessarily grandiose one going to the marathon champion. Running bibs led to an online parody list comparing the marathon they just ran, and the TNF100. Products on our T-Mall Online Store (China’s Amazon) did warm up exercises.

Outcome

The TNF Ultra-Marathon sold out and online sales of TNF gear rose by almost 50% during campaign period. This was lauded as a resounded success to all parties involved.

Similar Campaigns

12 items

adidas x Kawasaki

MATT OSBORNE, Singapore

adidas x Kawasaki

2023, ADIDAS

(opens in a new tab)