To position Adidas in the Middle East running space, a place where people face more adversities to run (heat, infrastructure, lifestyle) and the average of runners is lower than the rest of the world, I helped to create a campaign that celebrated the resilience and adaptability of runners in the region. Through an ambitious stunt and community engagement across key markets we encouraged more people to conquer the elements and run.
The campaign achieved high reach and earned media, with a peak in interest in running during the activation period, through online searches and mentions. Recognized in festivals as Cannes Lions, Dubai Lynx and The One Show (Print & Outdoor and Industry Craft).
Position: Strategy Director
Role: Creative Strategy
Agency:
Client:
