We prepared a communicative platform, 'The City Is Your Stadium' with a brand-new concept that stood out from that of the competition.The first campaign went under the theme of 'Running' and was aimed at inspiring people to test how easy and fun it is to be active.

We designed a unique track for 33 different Swedish cities. The outdoor areas were physically used as signposts. All stations led into the shop or to the campaign site (thecityisyourstadium.com). Maps over the 33 tracks were published on the campaign site alongside tips on suitable clothing for the day's local weather conditions.