Many people set fitness goals at the beginning of a new year. But enthusiasm often becomes a fleeting thing as life becomes a distraction and those goals seem a loooong way in the distance. If only you could see how quickly results appear.
That’s exactly what Forsman & Bodenfors and Craft Sportswear did. While the long-term benefits of running on physical and mental health are well-established, the immediate effects are often overlooked. So Craft launched an experiment to demonstrate how quickly the body responds to running, even in the short term. Emelie Svensson, a student from Sweden, agreed to run once a week for 10 consecutive weeks, tracking her progress with a Garmin (Fenix 6) watch worn 24/7 to monitor her running and health data. After each run, photos were taken, data recorded, and a print ad was published in one of Sweden’s largest newspapers, resulting in 10 ads over the 10-week period.
“It’s not every day you launch a print campaign over 10 weeks, and we were immediately charmed by the idea, which is a unique way to use the print medium. It was also exciting not to know exactly what the results would be, but fortunately, our hypothesis about the immediate effect of running was correct, and each ad proves this in raw numbers,” stated Niklas Moberg, head of brand Craft Sportswear.
The campaign allowed the public to follow Emelie’s journey in real time, showing how running reduced her stress, lowered her resting heart rate, and increased her pace. The ads’ weekly updates demonstrated the immediate, positive effects of running, even after just 10 weeks.
“Watching my transformation unfold week after week has been nothing short of empowering. The changes were clear, and they happened faster than I ever expected. This experience has shown me how running can truly shift both your body and mindset, even in just 10 weeks,” Emelie commented.
Credits:
Client: Craft Sportswear
Head of Brand: Niklas Moberg
Product & Marketing Director: Daniel Högling
Head of Marketing: Nicolas Peyrau
Creative Agency: Forsman & Bodenfors
Art Directors: Karl Risenfors, Adam Radi, Julia Holtback
Copywriter: Anders Malm
Designer: Jerry Wass
Account Director: Ewa Edlund
Photographer: Rasmus Brandin
Producer: Lea Alexandersson
