GREEN LIGHT RUN

Silver Spike

Demo Film

Presentation Image

TitleGREEN LIGHT RUN
ClientADIDAS JAPAN
Product / ServicePUREBOOST
CategoryD01. Curation of Data
EntrantTBWA\HAKUHODO Tokyo, JAPAN
Idea Creation TBWA\HAKUHODO Tokyo, JAPAN
Production TBWA\HAKUHODO Tokyo, JAPAN
Production 2 TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN

The Campaign

GREEN LIGHT RUN is an urban marathon race, where the runner doesn’t have to stop for any red light. Using traffic data provided by the local police department, and taking traffic signal patterns, distance, timing and safety all into account, adidas Japan brought a one-of-a-kind, urban race through the busy streets of Tokyo to life.

Creative Execution

Traffic signals are the common “enemy” of any urban runner. Every city has its urban runners. They stop cars from crashing into each other. But they also stop urban runners from expressing themselves. They stop the free-flowing, pulse-racing, soul-releasing liberation of the unfettered true city run. Adidas offers solutions for all runners, and this was no exception. With cooperation of The Tokyo metropolitan police department, the city’s 15,772 traffic lights’s algorithms were analyzed for the cycles and duration of red and green signals. Using mapping data provided by NAVITIME, a leading navigation app maker, a full distance marathon course of 42.195km was designed in the center of Tokyo. 2/22/2017: Green Light Run movie released with an open call for participating runners, creating instant buzz. 3/10/2017: A full length marathon was held in Tokyo utilizing this digital system. Runners selected from across the nation followed the real-time navigation generated from the signal cycles and ever-changing traffic conditions. They ran the full 42.195km on Tokyo’s city streets without stopping at a single red light. Response was immense, and the buzz instantly went global.

Credits

Name Company Position
Kazoo Sato TBWA\HAKUHODO Inc. Chief Creative Officer
Takuya Ozaki TBWA\HAKUHODO Creative Director
Norihito Takahashi TBWA\HAKUHODO Copywriter/Planner
Chino Yamaguchi TBWA\HAKUHODO Copywriter/Planner
Yoshihiro Kono TBWA\HAKUHODO Art Director
Ryota Haraguchi TBWA\HAKUHODO Activation Planner
Takuro Amada TBWA\HAKUHODO Strategic Planning Director
Hiroshi Miyamoto TBWA\HAKUHODO Event Producer
Atsushi Matsuo TBWA\HAKUHODO Senior Account Director
Masao Sudo TBWA\HAKUHODO Account Director
Kei Takahashi TBWA\HAKUHODO Account Supervisor
Shinsuke Yoshida TBWA\HAKUHODO Account Supervisor
Yusuke Yasuda TBWA\HAKUHODO Account Executive
Keisuke Hakomori VOYAGER Director
Takashi Aso Tohokushinsha Film Corporation Production Producer
Kenji Shigematsu Tohokushinsha Film Corporation Production Producer
Yoshikatsu Higuchi Tohokushinsha Film Corporation Production Producer
Takuya Sugimoto Tohokushinsha Film Corporation Production Manager
Riichi Kin Tohokushinsha Film Corporation Production Manager
Yusuke Suga Freelance Cameraman
Links
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