Bronze Spike

Case Film

Presentation Image

Product / ServicePUREBOOST
CategoryC01. Guerrilla Marketing & Stunts
Idea Creation TBWA\HAKUHODO Tokyo, JAPAN


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

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

A “world first” marathon utilizing traffic signal cycle data analysis was held. The runners took their mark at midnight in Marunouchi, for a full-length marathon race leading them to the goal at adidas Harajuku Brand Core Store. They followed real-time navigation based on traffic signal cycles and ever-changing traffic conditions, and they were able to run the entire 42.195km from start to finish without stopping once for a red light. Response was immense, and its buzz instantly went global.

Describe the success of the promotion with both client and consumer including some quantifiable results

This signal analysis system developed is a revolutionary technology that allows the bustling streets of central Tokyo to be marathon-ready at any time. It forever changed the perception of many runners toward city running. REACHES: 53,637,032 Facebook LIKE: 151%

Explain why the method of promotion was most relevant to the product or service

We were successful in activating city runners by freeing up the city streets of Tokyo, making non-stop running possible via analysis of gargantuan amounts of traffic signal data for the Metropolis.

The major “Tokyo Marathon” does exist, however only limited numbers can participate in that full marathon (leaving many runners frustrated). In cooperation with the police department, the signal algorithm of the 15,772 traffic signals in Tokyo were analyzed, and this was then added to distance and measurement data of all Tokyo from Japan’s biggest navigation app, NAVITIME. This made it possible for us to create a “non-stop” 42.195km routing through central Tokyo. The runners were sent real-time, vocal guidance on the optimum routing they should take in order to avoid red lights.
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