| Title | THE GREAT WARM UP |
| Brand | THE NORTH FACE |
| Product / Service | TNF100 ULTRA MARATHON |
| Category | E01. Integrated Campaigns led by Outdoor |
| Entrant | FRED & FARID SHANGHAI, CHINA |
| Entrant Company | FRED & FARID SHANGHAI, CHINA |
| Advertising Agency | FRED & FARID SHANGHAI, CHINA |
| Name | Company | Position |
|---|---|---|
| Fred & Farid | FRED & FARID SHANGHAI | Chief Creative Officers |
| Asterio Gutierrez | FRED & FARID SHANGHAI | Creative Director |
| Joseph Davies | FRED & FARID SHANGHAI | Copywriter |
| Nicolas Liberman, Joseph Davies | FRED & FARID SHANGHAI | Art Director |
| Jules Chaffiotte | FRED & FARID SHANGHAI | Brand Strategist |
| Juni Zhu | FRED & FARID SHANGHAI | Agency Producer |
| Susanna Ding & Nichole. Niu | FRED & FARID SHANGHAI | Developper |
| Juni Zhu | FRED & FARID SHANGHAI | Post Production |
| Juni Zhu | FRED & FARID SHANGHAI | Music Producer |
| Juni Zhu | KILLDEATH | Producer |
| Joseph Davies | KILLDEATH | Director |
We were briefed to recruit hardcore runners for one of the toughest races ever: The North Face 100 Ultra Marathon. The strategy was to make all other marathons look like a mere warm up in comparison. 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 placed this message on every iconic finisher item: victory flags, a podium, and 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. Running bibs led to an online parody list comparing the marathon they just ran, and the TNF100. Products on our T-Mall Online Store (China’s Amazon) did warm up exercises.