Brooks Running Global Running Day Campaign
Together, every mile counts
Why do you run? Brooks Running wanted to bring people together to run for something greater than themselves in celebration of Global Running Day. We were tasked with creating an activation campaign that challenged the community to “Run it forward.”
Role: Creative Director (freelance)
Responsibilities: design, art direction, creative direction, stakeholder management, run 10 miles
At the center of the activation was a partnership with Strava, reaching new audiences and enabling us to measure each runner’s participation. As the miles added up, Brooks donated running gear to underprivileged high school athletes. Our creative objective was to convince runners to lace up and run to change people’s lives.
Equipped with research from the prior year, our small team of freelance creatives developed a campaign centered on the customer motivation to make a positive contribution to the world. The concept was built on the idea that even on solo runs, there’s an entire community of runners supporting you. By doing it together, the miles run would add up to make a big difference.
This visual style echoed Brooks’ brand expression, with playful illustration and copy. Illustrations featured a playful cast of characters running with you, inspiring your every step.
The campaign included Brooks owned digital channels, Strava placements, digital advertising and retargeting across IG, Facebook, Pinterest, as well as activation at the flagship store in Seattle.
The campaign was a huge success, exceeding our goal of over 3 million miles ran, selling out the special addition shoes and topping any previous campaign in terms of audience engagement.
The high school athletes got new running gear.
I even ran 10 miles.
🏃
A special thanks goes out to the team at Brooks Running for trusting me with this amazing project, the team at Straightface Studios, Christie Brydon and Pamela Farrington.