adidas Marathon 2006
- Marathon
This is an ad campaign promoting a new running shoe and adidas' involvement insome of the world's most popular marathons. The aim of it was to take apersonal look at what drives people to accom-plish such a feat ofendurance. We interviewed runners of all ages, shapes and backrounds tofind out what keeps them going. We found that everyone has adifferent "reason to run". The campaign takes a reportage look at everyday people as they cross the finish line. These are not professionalathletes, there is no make up and no posing for the camera-this is real life. 
GRAPHIC DEVICE: A marathon runner's bib is an important symbol, often kept as a memento after the race, it is a constant reminder of their great accomplishment. The idea was to use this to inspire anyone to run a marathon by using the runner's bib as a place to display those reasons that help them achieve the impossible. Some were serious, some were funny, none were impossible.
- Posters at train station in Boston
- Outdoor in Boston - a shot of a previous year's competitor.
- This was called "The wall of reasons". Located in the preparation area before the race, It was a place for each runner to handwrite their own personal reason for taking part in the competition.
- At the event there was a film booth set up to record the runners state in their own words, their reasons for competing. You could then search this list by name or bib number.
- This was adidas' official marathon website where users could look up people's reasons to run, find information about their products and helpful training tips leading up to the event.
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