Photo: Adidas
“Adidas’ most recent campaign (quite literally) has legs…
To promote its specially-designed sweat-proof, ergonomic, wireless ‘Fwd-02 Sport’ earbuds for runners, developed by Zound Industries, M&C Saatchi Stockholm turned athletes from Stockholm Run Club into moving advertisements.
A series of lightweight billboards were designed by the agency, then donned by a cherry-picked team of elite runners who took to the most popular running routes in the Swedish capital. Each poster featured a QR code on the back that offered fellow runners a 50% discount on the headphones.
The catch? To get the discount, people had to keep up with the elites to get close enough to snap the code…”
— Rebecca Stewart, Adweek