( What we did )
- Campaign concept
- Art direction
- Photography
- Out of home
The challenge
Running advertising is full of finish lines and podiums. Northline's community runs before work, in the dark, for no medal at all, and they did not recognize themselves anywhere in the category.
Our approach
We built The Quiet Miles around real club members photographed in fog, rain and half-light, paired with lines taken from their own training logs. Posters ran at bus shelters along popular dawn routes, and every image linked to a route people could actually run.
The outcome
Club memberships grew by half during the campaign, and the route maps became the brand's most shared content of the year.
