berlin marathon 2023
HOW TO bring to life unexpected stories of marathon runners?
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Social Activation Campaign
Category
Campaign
Industry
Sport
THE CLIENT
Intersport, one of the world's largest sporting goods retailers, sells top brands globally, including exclusive adidas designs.
TL;DR
Superson Amsterdam (formerly know as MIA) worked together with Intersport and adidas to drive awareness of their sponsorship of the Berlin Marathon 2023. The campaign followed the stories of 5 runners in 5 different markets training and then competing in the race, each with their own unique personal narrative.
MISSION
How to create excitement around a running event?
adidas wanted to create awareness around their sponsorship of the Berlin Marathon in addition to having 5 entry bibs to give away. The mission was to work together on building the best possible strategy, develop the creative idea, and produce a campaign that got local markets excited and talking about the Berlin Marathon.
THE SOLUTION
CREATORS, LOCAL TALENT & GLOBAL ALIGNMENT
An agile approach for creating a global campaign with true local flavour across five markets.
DREAM TEAM
FIVE MARKETS,
BESPOKE talent
The team was built around the project, bringing in an agile post production team of specialists to deliver high standard results. Furthermore, using a professional documentary filmmaker instead of the typical director brought a special angle to the project.
The cast was picked locally and filmed speaking their local language and then translated by the final dream team member: AI.
PROCESS
self-captured stories, pro results
During the 6-month long project, the cast regularly submitted self-captured footage from their training journey which was then combined with the Directors footage.
Consistent contact with the Client team enabled a very collaborative process between everyone involved.
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Jussi Solja, Copywriter Norway
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THE SUPERSTARS
Julia Alves de Lima, Global Brand Makreting Manager, Intersport
ChatGPT, Translation
Chris Friend, Client Partner
Holly Wells, Senior Production Partner
Korinna Bognar, Producer
Lyon Pol, Editor
Maja Silver, Editor
Michael Kutscher, Senior Brand Manager Activation, adidas
Mikey Trotter, Director and DOP
Ohology, Music and Sound Design
Ollie Giles, Senior Manager Global Marketing Activation, Intersport
Ornella Sapia, Brand Manager Activation, adidas
Rachna Dhall-Haasnoot, Creative Partner
Sjoerd Olislagers, Motion Design
THE CREATIVE SOLUTION
inspiration through every step
5 runners from 5 different local markets were recruited, to follow their training journey in the build up to the Berlin Marathon.
Our documentary filmmaker travelled to each of the markets, and followed each cast member training for and then competing on the day of the marathon. This resulted in 5 incredibly inspiring stories, and 5 medals from the finish line.
THE RESULTS
Hard work & proud finishes
The campaign was a success, giving both the Client team and our team great pride in the work. It was used widely across their platforms, and positively received across the business. The biggest success was seeing all of our cast cross the finish line and collect their medals after months of hard work.
No matter your nationality, your peculiarities and your personal story - running truly unites people. That's what I love about this campaign.