Running a marathon is hard enough, let alone while everyone else is watching the final of our biggest sporting event. So Les Mills and Whybin\TBWA public relations arm Eleven helped rectify the scheduling clash by streaming the final live from devices attached to the backs of runners.
“We knew the All Blacks were going to make (and win) the final, so we looked at the clash as a prime opportunity for a brand like Les Mills, who let nothing get in their way,” says Whybin\TBWA ECD Christy Peacock.
Les Mills head of marketing & sales Guy Needham said:“We are absolutely passionate about fitness and the All Blacks so we thought this was a great solution.”
Runners, who were pulled away from the big screens in Devonport to start the marathon, were thrilled to be able to keep watching the game. But only if they could keep up with the Les Mills runners.
Olivia Dixon & Sergey Brazhnikov from Les Mills volunteered to run the marathon at late notice when they heard what they would be doing.
“I’m still buzzing from the experience,” says Dixon. “I would do it again in a heartbeat. We got so much positive feedback out there from the other runners.”
Despite an exhausting amount of RWC media coverage over the weekend, the idea was featured multiple times in headline TV news alongside the All Blacks’ remarkable victory and Sonny Bill’s golden act of kindness.
Les Mills Auckland and Britomart social media accounts kept track of the runners with the hashtag #RunTheFinal.
CREDITS
Executive Creative Director (Whybin\TBWA): Christy Peacock
Managing Director (Eleven): Angelina Farry
Creative Directors (Whybin\TBWA): Tim Huse & Julian Andrews
Senior Creative Team (Whybin\TBWA): Watchara Tansrikeat & Matt Sellars
Agency Editor (Whybin\TBWA): Jim Hudson
Account Manager (Eleven): Andrew Sanders
DOP: Reel Productions
Share this Post
