adidas / Charge Your Friends / Night Run Activation
In 2014, we set out with a goal to expand our loyal adidas running community. To attract newbies, we inspired actual runners to tag their lazy friends on their running photos on social media, and invite them to the branded workouts.
As one of the activities on the 10 km Night Run, we distributed mini LED lights that racers attached to the huge campaign hashtag set at the finish line. The hashtag became the most photographed object at the event, generating hundreds of pics with tagged friends.
- Effie Russia Bronze Winner 2015 (Consumer goods category)