When you're a runner, all you want to do is #runmore.Returning to its athletic roots, adidas wishes to reinforce its reputation as a brand for all sports by becoming a champion of running culture. Based on the insight that once someone gets over the hump and running stops sucking, all they crave to do is run more, the new platform includes a dynamic and interactive destination site www.runmore.ca, positioned as a go-to hub for young urban runners looking to step-up their game. Agency: Tribal, Toronto
With one of the biggest obstacles for urban runners being finding interesting places to run, the virtual community profiles a number of ‘hidden gem’ routes from four major cities across Canada. Each route will be accompanied by Spotify playlists tailored to match the unique characteristics of the environment - from a gritty hip-hop playlist that complements graffiti alley in Toronto’s Spadina district, to a thumping Metal playlist to encourage runners to keep the pace until the very last step of Montreal’s Mount Royal staircase. Users are also invited to suggest their favourite routes and playlists to be added over time.
Driving users www.runmore.ca is an emotionally charged 60-second video. The spot features the adidas flagship running shoe, Ultra Boost, which incorporates adidas’ innovative BOOST technology, which returns energy back to the runner. Much like the technology found in the shoe, the visuals tell a tale of the unique experiences that runners encounter only at night.
“There’s that one stride in a runner’s life that changes everything. Where a runner goes from hating it to craving it. That’s the moment we focused on,” explains Joshua Stein, executive creative director, Tribal Worldwide – Toronto. “We tapped into the psyche of the urban runner who, despite how chaotic their schedules may be, find a way to push through these proverbial walls, because they have to run. They need to run. For Tribal, that was the emotional way in. For adidas, it was the opportunity to breakthrough."
Category: Clothing & footwear
URL: http://www.runmore.ca
Client: adidas Canada
Agency: Tribal Worldwide - Toronto
Production: OPC
Country: Canada
Director: William Armstrong
Executive Creative Director: Joshua Stein
Creative Director: Diego Bertagni
Art Director: Diego Bertagni
Art Director: Joshua Stein
Copywriter: Frank Macera
Visual Effects: Alter Ego Post
Account Director: Susan Grant
DoP: Benjamin Loeb
Agency Producer: Stefan Fabich
Post production: Rooster
Editor: Izzy Ehrlich
Casting: Sean Milliken
VP of Strategy & Innovation: Dino Demopoulous
Digital Strategist: Andrew Ahern
Social Media Strategy: Andrew Panturescu
Designer: Andy Slater
Director of Technology: Jeff Vermeersch
Steadicam: Junichi Hosoi
Line Producer: Paul Norman
Online Editor: Andres Kirejew
Online Editor: Darren Achim
Audio House Producer: Dave Sorbara
Audio House Engineer: Bill Hermans
Online Editor: Eric Perrella
Online Editor: Andrew Thiessen
Colourist: Wade Odlum
Audio House: Grayson Matthews