“Running invented everything.”
The brief Use the mission of igniting the human spirit through movement to launch On’s new tagline – Dream On – to a global audience. Grab attention. Raise awareness. Add to the image of an off-kilter brand obsessed with innovation.
The platform RUNNING INVENTED. We know why running helps our bodies. But the mind? Running Invented looked to add a provocative voice to a well-known truth. Then add science to back it. Could a run make you more creative? Could it inspire the world’s biggest inventions? Could it change the world? It was the perfect platform to launch Dream On.
A global OOH campaign raised the question. Followed by the ‘Flow State Challenge’. A 30-day running plan filmed by 6 influencers, engineered by the Flow Research Collective to boost creativity. Constant product and brand exposure.
Point2 extended the concept into MomA PS1 in New York City. Vogue called it ‘ambitious and very cool’. A series of run events and one festival of movement and creativity with Dr. Michael Mannino himself. Plus 1500 attendees. Adding real-world clout to the digital campaign.
INFLUENCER AND POST ENGAGEMENT RATES WERE HIGH.
The talent really dived in. These were real journeys that fans wanted updates on. With On always in the background. CRM were happy – people joined in, submitting emails for their own plan co-created with the Flow Research Collective.
INTO THE REAL WORLD WITH POINT2 AND 1500 ATTENDEES.
To extend it we launched Point2 in NYC. Three weeks of run events running up to an incredible finale at MoMA PS1 around NYC marathon focused around creativity. Editorially sponsored by i–D Magazine.
The influencer team added Jaeki Cho, Omar Apollo, BalletX, Lydia Loo, Aaliyah Miller and runner Hellen Obiri plus more to the roster for food, movement events, talks and of course – a panel chaired by Dr. Mannino to discuss the relationship between running, movement and the mind.
