The idea is to plunge each winner into a sort of spy film, and leave them breathless. They’re first kidnapped in-store by a group of guys. Then Teddy Riner, quintuple judo heavyweight champion of the world, gives them instructions, calling on them to run, hide, take a helicopter ride, no questions asked. They face a series of challenges at 100 miles an hour: they recover clues, dig through an apartment, take on a different identity, tame an angry dog, hug a stranger, jump out of a plane with pizza… If they successfully complete their “Ready to run” mission, they can choose from one of three prizes: 1. jumping out of a plane to have a soccer pizza party in a dream villa with a famous French rapper, 2. partying in a limo with a famous singer and a soccer star, or 3. playing soccer with the players from their city’s club. Athlete ambassadors of the brand live tweet to encourage the winners during the crazy race and generate buzz via their followers.

The OP lasted three weeks, with a new kidnapping every week in three locations in France: one in Paris, one in Marseille and one in Lyon.

Each mission drew on the daily lives of 14-19-year-olds. Their surroundings were familiar, but everything was faced with much more intensity, thanks to their Climacools. The fact that they didn’t know on which day, in which store, in which city the next kidnapping would take place helped us keep suspense levels high.

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