There is nothing warmer than a campaign that makes you feel as though it understands you. That’s the real trick with personalisation. It doesn’t have to be a real life story or geo-target you. It has to be real to you.

DAVID New York has triumphed over the challenge with a classic “print” campaign that is running in the new print medium, OOH. The campaign for Clif Bar rewards New Yorkers with its understanding of the toughness, wit, and resilience that Big Apple residents are famous for. The campaign connects with New Yorkers using humour that can brighten even the longest of commutes and taps into New Yorkers’ pride in their uniqueness.

The tactical campaign debuted to celebrate the energy of runners making their way around NYC during its marathon and the everyday “New Yawkers” (or “New Yorkers” to those outside the tri-state area) who did cheer on runners citywide on Sunday, November 4.

“This NYC race is such an iconic sporting event, so we wanted to celebrate not only those who run it but also those who support them, and the energy it takes for New Yorkers to get around the city every day—with commutes that can feel like endurance events of their own,” stated André Toledo, CCO at DAVID NY

“With a longstanding legacy of supporting runners, CLIF BAR is an iconic brand that embodies the energy, resilience, and spirit of New Yorkers who will run every mile of Sunday’s event. We’re looking forward to cheering them on and supporting the runners every step of the way,” added said Nicolas Henault, senior director at Clif bar parent, Mondelēz International

The New York Energy campaign’s OOH components, included street level digital panels and appearances on subway entrance screens along the marathon’s route with a heavy presence in Manhattan, Brooklyn, The Bronx and Queens. It ran from November 1 to Wednesday, November 6.