GREAT WARM UP CUP

Bronze Spike

Case Film

Presentation Board

TitleGREAT WARM UP CUP
BrandTHE NORTH FACE
Product / ServiceTNF100 ULTRA MARATHON
CategoryA03. Targeted Ambient Media: Small Scale
EntrantFRED & FARID SHANGHAI, CHINA
Entrant Company FRED & FARID SHANGHAI, CHINA
Advertising Agency FRED & FARID SHANGHAI, CHINA

Credits

Name Company Position
Fred & Farid FRED & FARID SHANGHAI Chief Creative Officers
Aste Gutierrez, Feng Huang FRED & FARID SHANGHAI Creative Director
Joseph Davies FRED & FARID SHANGHAI Copywriter
Radouane Guissi, Nicolas Liberman FRED & FARID SHANGHAI Art Director
Frances Alvarado FRED & FARID SHANGHAI Business Director
Nichole Niu, Susanna Ding FRED & FARID SHANGHAI Account
Roy Zhang, Jim Sun FRED & FARID SHANGHAI Editors
Dora Zhang, Juni Zhu, Chloe Goût FRED & FARID SHANGHAI Agency Producers

The Brief

We hijacked the finish line of one of Asia’s biggest marathons: The Great Wuxi Marathon, where we congratulated runners that “Warm Up Is Over.” We gave out trophies – of a guy warming up. These “Warm Up Trophies” were awarded to finishers, and also the winners themselves, with an unnecessarily grandiose one going to the marathon champion.

Creative Execution

By targeting the finish line of a marathon, we were getting the attention of 100% runners, the exact target audience TNF was looking for. THE NORTH FACE’s brand DNA is about “Pushing Boundaries”, and this execution encapsulates this motto in an ironic, engaging way.

Describe the creative solution to the brief/objective.

We hijacked the finish line of one of Asia’s biggest marathons: The Great Wuxi Marathon, where we congratulated runners that “Warm Up Is Over.” We gave out trophies – of a guy warming up. These “Warm Up Trophies” were awarded to finishers, and also the winners themselves, with an unnecessarily grandiose one going to the marathon champion.

Results

Thousands of runners were exposed to our message at the end of the race, with thousands more watching the video of the events post-race. As a result, thousands signed up for the race, including the winners of the Wuxi Marathon.