SWEATY BETTY
RULE THE RUN
DISCIPLINES
Production
Fabrication
Set Build
Activation
Graphic Design
Creative Direction
THE_BRIEF
To deliver a cool and different running activation that Sweaty Betty can own from the start, championing rebellious spirts and challenging status quo within the classic park run and 10K formats
Therefore, we created a race format that juxtaposed the SB brand in the middle of a stately home with a beautiful backdrop and surroundings. Runners are given a map in which they could choose their own run. They could rule their run. They can customize their kit. They can customize their hair. They can engage in yoga. There's music and dance, but most of all, when the runners run, they have the option to choose the route that they want to run. Almost an “Anti Run”
Are you a speed shorty? Do you want to go on a side quest, or are you happy to just do loops? Whatever’s clever, we've delivered something different.
THE_RESPONSE
After conducting a research and insight piece, we discovered that how women feel when they run is mostly down to: who they're with, an understanding of why they run, and, most of all, without the pressure of "you should," "you have to," "what are you running for".
No one cares about wether you run a PB today. Just turn up.
THE_RESULT
An event that really did showed up different in the run space for women. No pressure. Beautiful weather, and an understanding that if you want to sit down, you can. If you want to run, you can. If you want to get on the cheat code buggy and go all the way to the finish line, you can.
Because you know what? Rule your own run.
LIKE WHAT YOU SEE?
We would love to take you through more of our work and share our capabilities in person or via video. To understand how we can help you develop beautiful creative or build bespoke activations; Request our creds over there >>>>>>>>>>>>
