Title | EAT YOUR RUN |
Brand | DECATHLON |
Product/Service | KALENJI |
Category |
A02. Durable Consumer Goods |
Entrant
|
ROSAPARK Paris, FRANCE
|
Idea Creation
|
ROSAPARK Paris, FRANCE
|
Production
|
BIRTH Paris, FRANCE
|
Credits
Jean-Francois Sacco |
ROSAPARK |
Co-founder Chief Creative Officer |
Gilles Fichteberg |
ROSAPARK |
Co-founder Chief Creative Officer |
Jean-Patrick Chiquiar |
ROSAPARK |
Co-founder |
Mark Forgan |
ROSAPARK |
Creative Director |
Jamie Standen |
ROSAPARK |
Creative Director |
Julien Saurin |
ROSAPARK |
Art Director |
Nicolas Gadesaude |
ROSAPARK |
Copywriter |
Vincent Rodella |
BIRTH |
Director |
Hugo Legrand |
BIRTH |
Executive Producer |
Sacha Lacroix |
ROSAPARK |
Director of Strategy |
Elodie Poupeau |
ROSAPARK |
Agency Producer |
Victor Faubert |
ROSAPARK |
Account Manager |
Alexandre Ribichesu |
ROSAPARK |
Senior Strategist |
Mickael Mougenot |
ROSAPARK |
Head of Amplification |
Blanche Depondt |
ROSAPARK |
Designer |
Kosuké Tada |
Le 6 Paul Bert |
Chef |
The Campaign
To demonstrate that running with the Kalenji brand is about pleasure and reward - not pain and sacrifice - we collaborated with a Michelin restaurant trained chef, Kosuke Tada, to create a menu where you paid for your meal with kilometres instead of cash. Invitations, in the form of menus, were incorporated into a range of special edition shoe boxes. Runners were activated to run in their new Kalenji shoes, accumulate kilometres, and then come and spend them in the restaurant. We also created a range of gourmet products that runners could buy with their kilometres.
Creative Execution
We took over an existing restaurant in Paris for two days. In collaboration with Michelin trained Parisian chef Kosuke Tada, we designed a three course menu that definitely didn’t shy away from enjoyable, satisfying ingredients such as butter and cream. To pay for their meals, guests showed their cumulation of kilometres on their running app. Data from all running apps was accepted.
Results
Over 3000 kilometres were ‘spent’ in the restaurant. People made the #eatyourrun their own online, posting thousands of their own meals and runs across all platforms of social media. A online film demonstrating Kalenji's new approach to running was discussed, loved and shared more than 3 million times in 2 weeks- evidence that people enjoyed this new fun way to get into running.
We created Eat Your Run, a pop up restaurant where diners paid in kilometres instead of cash. Through menus and invitations printed inside shoe boxes, we activated people to run their new ELIORUN shoes and accumulate kilometres to spend on meals at the restaurant.
For many runners, running is connected to diet. They go for a run, look at the amount of calories burned and say to themselves, if I eat a cheeseburger now, I’m back to zero and my run is wasted! Our strategy was to take the opposite approach. To say to people: what’s the point of running if you can’t indulge in a great meal afterwards? Another part of our strategy was the fun hijack of data on running apps. Many runners collect data these days, and there are many great apps for doing so. The data collected helps runners improve their performance, and strive to run faster, harder, better. But Kalenji is more about getting out and running for fun with friends. So our strategy was to hijack that data and put it to another use – as currency in our restaurant.