RUNTOSCROLL

Silver Eurobest

Case Film

Presentation Image

ClientADIDAS
Category A01. Activation by Location
TitleRUNTOSCROLL
Product/ServiceALPHABOUNCE RUNNING SHOES
Entrant FRIENDS Moscow, RUSSIA
Idea Creation FRIENDS Moscow, RUSSIA
Production FRIENDS Moscow, RUSSIA
Credits
Name Company Position
Aleksander Zavatskyi Friends Moscow creative director
Aleksander Orekhov Friends Moscow art director
Artur Malina Friends Moscow copywriter
Ekaterina Ponomarenko Friends Moscow Account Director
Peter Fomichev Friends Moscow head of digital department
Peter Gyske adidas senior marketing director, category running
Eugene Karasev adidas brand communications director
Maria Ignatova adidas senior brand manager
Tatiana Fedyaeva adidas brand communications specialist

The Campaign

In order to engage the target audience and establish the notion that the product fits perfectly no matter how or where you run, we built a unique website where users literally need to run in order to scroll the page. All along the "length" of this site, we placed dozens of pairs of Alphabounce sneakers, so that anyone could get a pair for free if they reached them first.

Creative Execution

It is not a running app or some hi-tech wearable device. It’s a website, that tracks GPS and accelerometer data, so users literally need to run in order to scroll the page. All along the "length" of this site, we placed one hundred pairs of Alphabounce sneakers, so that anyone could get a pair for free if they reached them first.

Thousands of people from all over the Russia were actually running on our track for 14 days. 106 000 unique users covered 30 000 000 meters total distance in pursuit for the new Alphabounce sneakers.

The strategy was to engage the target audience and establish the notion that the product fits perfectly no matter how or where they run.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

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