Our brief was to get young people running. To do this we needed to move it away from its lycra-clad traditional past and turn it into something young people would want to associate with. We created a running game: Nike GRID.
The game took place over 24 hours across 40 London postcodes. Players ran between phone boxes to score points. Each runner had a unique game code which they inputed at the start and end of each run.
Team rivalries sparked all over London as players competed for points, badges and postcodes. Between them players clocked up over 30,177 runs and 12,500 miles. A few people even ran the entire 48 postcodes.
We promoted the game through TV, press, adshells, phoneboxes, data vis films and across social media channels.
- Project Roles
- Conceptual, Copywriting
- Project Industries
- Advertising, Sports