Adidas cuts through the running clutter

The annual Gun Run gave TBWA/Fusion Cape Town an opportunity to set its mark for client and title sponsor adidas. The poster campaign, featured three adidas posters portraying a fisherman, a sleeping man and a priest dressed in their occupational attire going about their work as usual, while wearing their race numbers.

The quintessential message is that running is an overwhelming passion. In an interactive move, the characters in the posters actually participated in the 10km Gun Run race in full attire as well.

The print campaign ran alongside a digital campaign, which saw adidas branded emails sent out prior to the race. The mails were sent to all entrants and provided fitness and training tips in the lead up. After the race, all the participants were sent congratulatory emails with their position and time from adidas.

The TBWA/Fusion Cape Town Creative Team was Richard Lamb-Hughes Frederic Benistant, Ryan Barkhuizen and Wilton Ackeer. The photographer was Sarah Nankin.

The Gun Run is an annual sporting event and is one of the largest half marathons in the Western Cape. Although the race has developed into a favoured race for novice runners, The Gun Rub inspires all runners to do their personal best and finish the race before the Noon Day Gun is fired on Signal Hill.