’While I wouldn’t dream of hauling myself out of bed on a wet
Sunday morning to belt around the 26 miles that make up the London
Marathon, I do have to admire the ingenuity of this campaign by
’It attempted to hijack the day without shelling out to be one of the
event’s official sponsors.
’Ninety posters positioned around the entire circuit meant that Nike
could talk directly to the people running the Marathon as well as the
thousands who watched from their sitting rooms.
’The campaign featured giant post-it notes on to which people had
scrawled their good-luck messages to friends and family My favourite was
from Class 4a to their teacher, saying: ’We still don’t like you.’’
Media planning and buying Emma Lesh at Manning Gottlieb Media
Poster specialist Posterscope
Creative Wieden & Kennedy
Brief Encourage and support the London Marathon runners