The brief was to advertise the Nike+ Human Race Marathon by drawing attention to the exclusive post race concert. It was felt that serious runners would already know about the marathon because of blog activity and online running forums. By aiming the outdoor advertising at consumers interested in music and concerts we could increase the overall number of entrants in the marathon in a relevant way.

Because they were outdoor the challenge was to be able to quickly communicate that the concert had something to do with running. The headline bands were the main draw card of the concert so we created ‘rock posters’ that promoted these bands as their name might apply to running a marathon.

Whilst it can’t be credited entirely to the outdoor campaign, the objectives of increasing the number of entries in the marathon from the previous year were met.