Brooks Running: Rule40

Credits & Description:

Agency: Leo Burnett Chicago
Client: Brooks Running
Chief Creative Officer: Britt Nolan
Executive Creative Director: Jon Wyville
Executive Creative Director: Dave Loew
Creative Director, Art: Chris von Ende
Creative Director, Copy: Mike Ward
Production Designer: Alex Alvarez
Account Director: Varsha Kaura
Account Director: Holly Springer
Planning Director: Udayan Kolandra
Account Executive: Natalie Kush
Head of Production: Vincent Geraghty
Producer: Michael Petrucelly
Producer: Tim Allan
Photographer: David Emmite
Web Developer: Michael Brumm
Editor: Mark Sheridan
Post Producer: Lauren Roth
Audio Mix: Marco Morales
Editorial Company: Beast
Music: Marmoset
Copywriter: Meredith Haan
Copywriter: Mike Ward
Art Director: Chris von Ende
Creative Director: Chris von Ende
Creative Director: Mike Ward
Description:
Rule 40 prohibits Olympic athletes (many who live below the poverty line) from promoting their sponsors, wearing their logos or even mentioning them during the Games – making those sponsorships nearly worthless. With Brooks Running, we launched an insurgent, unbranded campaign to allow all athletes and fans to protest the rule. At rule40.com, we launched generic, violation-free sportswear. Daily generic posts adhered to Rule40’s supposed “ownership” of words like “Rio,” “Gold,” or “Games” in a tongue-and-cheek manner, as did up-the-minute generic Olympic recaps during the Games themselves.