2018 London Marathon Training Kit Launch
Objective:
To create a visually engaging and motivational campaign for the London Marathon 2018 Training Kit launch. The campaign aimed to inspire runners by emphasizing the individuality of their training journeys and to reinforce the message that there is no single "right" way to prepare for a marathon—there's only "your way."
Concept Overview
Creative Direction: "Find Your Own Route"
The central theme of the campaign was "Find Your Own Route." This concept was designed to resonate with runners at all levels by highlighting the personal nature of marathon training. The message conveyed that every runner’s journey is unique, and the most important aspect of preparation is finding the approach that works best for the individual.
Creative Execution
Visual Storytelling:
The campaign's visual narrative focused on capturing the diverse and personalized training experiences of marathon runners. By showcasing various routes, environments, and training styles, the campaign aimed to reflect the diverse ways in which runners prepare for the marathon.
- Location Scouting and Setting:
- Urban and Natural Environments: The shoot included a mix of urban landscapes and natural settings to illustrate that training can happen anywhere—whether in the heart of the city, along scenic trails, or in quiet neighborhoods. This variety emphasized that every runner's route is different.
- Authentic Training Moments: The visuals captured real, unscripted moments of runners in training, such as early morning runs, hill sprints, and track workouts. This authenticity helped convey the message that there is no single formula for success in marathon training.
- Runner Diversity:
- Inclusive Representation
- Dynamic Cinematography:
- Fluid Camera Work: The cinematography was designed to follow the runners closely, mimicking the fluidity and motion of a run. This technique not only added energy to the visuals but also allowed the audience to feel as though they were part of the journey.
- Varying Perspectives: The use of different camera angles, including aerial shots and ground-level perspectives, helped to create a sense of exploration and discovery, underscoring the theme of finding one’s own route.
Campaign Mood and Tone
Empowering and Motivational:
The overall tone of the campaign was empowering and motivational. The creative direction emphasized the idea that marathon preparation is a personal journey filled with challenges and triumphs. The messaging was crafted to encourage runners to embrace their unique paths and to find strength in their individual approaches.
Outcome:
Impact:
The "Find Your Own Route" campaign resonated strongly with the running community, as it spoke directly to the personal nature of marathon training. The visual storytelling effectively communicated that there is no one-size-fits-all approach to preparation, which helped runners feel validated in their individual journeys.
