HOW DO YOU MOBILISE A MOVEMENT THAT TURNS INDIVIDUAL ACTIVITY INTO A COLLECTIVE ACTIVISM?
We wanted to give runners a reason to share how they’re taking action like never before. For every 10 minutes our audience ran, adidas promised to clear 1 plastic bottle from the ocean.
On twitch, broadcasters educated audiences to join the movement. On instagram, participants were encouraged to set their targets with a face filter we created, which we rewarded their actions on stories, then nominated one another, then stitched their runs to other creators uploads. This helped spread the movement further to the masses.
We created a 3D gify sticker pack, combined with 2d motion to stitch all the content together in a series of IG stories and infeed content with a global reach.
Together 5,783,388 people ran for 771,225,511 minutes, and adidas cleaned up 250,000 kg of plastic from the ocean.
- ROLE: Art Direction and motion design
- AGENCY: We Are Social