berlin marathon 2023

HOW TO bring to life unexpected stories of marathon runners?

Tiedosto:Adidas Logo.svg  &  Tiedosto:Intersport logo.svg – Wikipedia

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. 

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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. 

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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

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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. 

Ornella Snapia
Brand Manager Activation adidas
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Hello, future

Client :)

Let's Talk!