Ready to Run

Published/Aired: 
June 2012

Description

How do we go about re-launching Climacools - pure running shoes - in France to 14-19-year olds, despite the fact that studies show that French teens hate running? By giving them a good reason to run with the Operation “Ready to run.” The concept: each time a teen tries on a pair of Climacools anywhere in France, they have a chance to be chosen to carry out a mission and take part in an extraordinary race in their city. How? Some guys kidnap them in-store, take them into a van, give them earphones and instructions before leaving them to their own devices in the middle of the street, followed by 2 cameras and a drone. They’re given an hour to get to the other side of the city, following athlete Teddy Riner’s (world's judo champion) instructions remotely, taking on a series of challenges that’ll see them immersed in a completely crazy race, during which they’ll interact with adidas stars.

Creative: Sid Lee
Production Company: Astrolab
Director: Julien Rocher
Music: Noisia "ALPHA CENTAURI (EXCISION & DATSIK REMIX)" par NOISIA © 2010 - EMI April Music Inc / Roc Nation Music / The Publishing Designee of Noisia Licensed courtesy of Mau5trap, under exclusive license from Vision Recordings Avec l'autorisation d'EMI Music Publishing France
Log in to post comments

Highest Rated

kleenex's picture

Well I think it worked.

kleenex
Activity Score 57557
Web Designer/Developer
morse's picture

Very cool. Love the music.

morse
Activity Score 17897
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

kleenex's picture

Well I think it worked.

kleenex
Activity Score 57557
Web Designer/Developer
Nike Diesel's picture

This is really awesome. Sid Lee rocks!

Nike Diesel
Activity Score 13478
Art Director
incoming's picture

This is a pretty brilliant ad. I love, and took so much from it.

incoming
Activity Score 105
Pratt Institute
Glut's picture

seems fake for me

Glut
Activity Score 3907
Public Relations at Glut. Ideas Boutique.
Advertisement
Featured Content

Latest Collections

Advertisement