Virgin Money London Marathon partner New Balance leveraged its rights around the reworked 2020 race through an online film series focusing on the mental and physical impacts of running.
The idea is that a run isn’t always simply just a run: it is often also the start of something, a form of inspiration and a support for mental health.
Focused on real people actually running this year’s race, the campaign – developed in association with creative agency VMLY&R – is based on the insight that running is tough, but that the payoff is worth it and emerged from brand research into how running has been a lifeline to people around the world through the pandemic.
Launched ahead of the 4 October rescheduled London Marathon, New Balance’s videos celebrate running’s ability to build determination and grit – something which people need now more than ever before.
The spots tell the story of three real runners – Georgie, Reon and Jade – who each have been on different journeys and have different relationships to the sport, but who all exemplify New Balance’s fearlessly independent ethos.
Shot in locations where the runners genuinely typically run, the spots were each were filmed differently taking an approach linked to the runner’s story or location.
The tone sets out to be authentic, raw and intimate and the inner monologue approach aims to feel like it has come from the point of view from the runners: reflecting what they see and hear from their breath and heartbeat to the echo of their footsteps.
For Reon, who was new to the sport and hasn’t run a marathon before, running is about changing his perspective on his city and work and setting new goals for his life plan.
Jade, who recent running story includes six marathons in six weeks to raise money for a charity close to her family, sees running as a way to build her confidence and courage.
While ultra-marathon runner Georgie’s story is captivating and hauntingly beautiful as running saved her from destructive addiction and saved her life.
The films are supported by a set of other London Marathon related social content across the sportswear brand’s own UK channels: including a special product launch on 4 October, plus brand-backed training assistant, as well as event and athlete content.
Comment:
Each of these highly personal, powerful films reaches beyond the physicality of running and tells a transformational story about each runner. While they are all very different, they are unified under the fact that for all three of them running is a form of liberation and something that helps push and support and inspire them through to something new in their life.
The reworked 2020 London Marathon was limited to a small group of elite runners running on a limited course in St James’ Park, while all the original 40,000-plus marathon registrants were invited to participate in a virtual 26.2.
This approach, for the race’s 40th anniversary, enables London to be one of the only major marathons in the world to be run in 2020.
The 2020 work follows on from New Balance’s award winning 2019 ‘The Runaway’ branded pub London Marathon activation (see case study).
Links:
New Balance
https://www.youtube.com/user/newbalance
https://www.instagram.com/newbalance/
https://twitter.com/newbalance
https://www.facebook.com/NewBalance
VMLY&R
Virgin Money London Marathon
https://www.virginmoneylondonmarathon.com
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