The concept behind the communication centred on the thinking that running is a challenge both mentally and physically, and is about setting your own goals and beating them. RbK want to encourage and help as many runners as possible to improve their performance and go to the next level. In short, RbK want runners to start their own revolution.
To support the ‘revolutionary’ positioning the creative was centred on the opportunity to participate in 'Run Chile' and win a place in the Santiago International Half Marathon.
This exciting theme was brought to life with a landscape-scrolling site featuring the gritty streets of Latin America, designed in Flash 8, and featuring an online trainer, 'Federico', to help prepare for the race. The visual language uses the vernacular of revolutionary murals to deliver direct messaging whilst communicating the ultimate destination.
This reinforced a simple, bold campaign which combined a compelling brand message and customer incentive to try on and buy RbK Premier shoes for a chance to win entry into the race - the running experience of a lifetime, aspirational and challenging.
The site was supported by online media placed in the UK, Germany, and France.