Brooks "Run, World, Run" Campaign
From My Days at Johnson/Sheen
From My Days at Johnson/Sheen
We launched an entirely new campaign and brand positioning for Brooks Running with this "Run, World, Run" campaign. The idea was to focus on the fun and enjoyment behind running while all the other running brands focused on the grueling torture of running.
To maximize impact with a small budget, we conceived of this long, narrow ad campaign to run across the bottom of a spread in the running magazines. None of the magazines had ever sold ad space of this type, but they were all game to give it a go.
The executions used a variety of underground comic artists to once again truly stand apart from the competition, which was all using photography at the time. It garnered a lot of positive attention for Brooks and helped to refocus runners on the reason they began running in the first place -- because (as we all learned as kids) running is fun.
I was lucky to work with two really great art directors at once on this, and a great strategy.
By the way, the second ad down was in honor of the Olympics, which were being held in Athens that year.
My role: concepter, copywriter
To maximize impact with a small budget, we conceived of this long, narrow ad campaign to run across the bottom of a spread in the running magazines. None of the magazines had ever sold ad space of this type, but they were all game to give it a go.
The executions used a variety of underground comic artists to once again truly stand apart from the competition, which was all using photography at the time. It garnered a lot of positive attention for Brooks and helped to refocus runners on the reason they began running in the first place -- because (as we all learned as kids) running is fun.
I was lucky to work with two really great art directors at once on this, and a great strategy.
By the way, the second ad down was in honor of the Olympics, which were being held in Athens that year.
My role: concepter, copywriter
