SERVICES
Strategy, Art Direction, 2D, Video, Post- Production, OOH, Activation
INFORMATION
For two years we accompanied adidas Running on its most ambitious project yet: breaking the two-hour marathon. The record that would start a new era of fast. London 2026 was the place. But the story didn’t start on race day. For weeks we published pre-active stories and intimate portraits of Sawe, Kejelcha and Assefa from the camps of Kenya and Ethiopia. Behind it sat the most holistic reactive plan we had ever built. Every scenario. Ready within minutes. Then Sawe crossed the line in 1:59:30. Minutes later, we were live, from Piccadilly Circus to Mexico City. And it got even more incredible: Kejelcha went Sub2 on debut, Assefa cracked the women’s-only world record. Three achievements, elevated with reactives nobody had planned, but the moment demanded. For the entire team, this was the a once-in-a-lifetime experience: a plan built over years, coming to life in ways we had never expected.
