Most city runners stick to the same path. It’s easy to follow, easy to get home from, but it’s rarely exciting. Forsman & Bodenfors is giving runners the whole of Stockholm to reinvigorate their run – and giving shared electric bike and e-scooter company, Lime, a very clever plug.

Stop Running in Circles encourages runners in Stockholm to explore new routes by offering them a free ride home. The idea connects everyday movement with micromobility in a way that shifts habits.

“We liked the idea that two seemingly opposite things, running and e-scooters, actually have more in common than you’d think. Movement brings freedom, no matter the mode of transport, and even more so when they work together,” noted Anna Karlsson, creative at Forsman & Bodenfors.

Runners simply track their run and upload their route to run.li.me to receive a voucher for a free Lime ride home.

“As a runner, it’s easy to get stuck in patterns. With Lime taking care of the way home, I’ve been able to break old habits and explore new routes. It’s opened up the city in a new way,” stated marathon runner, Heshlu Andemarmiam.

“We want to make it easier for runners to go beyond their usual routes. By removing the hassle of getting back, we’re opening up the city for exploration,” added Philippe Fernström at Lime.

The campaign targets everyday runners and is live for a limited time in Stockholm.

Creative Agency: Forsman & Bodenfors
Peter Kamstedt: Managing Director 
Account Executive: Linus Larsson 
Copywriter: Anna Karlsson
Art Director: Amanda Gameel
Designer: Chanelle Kazemi
Strategists: Hampus Karnell & Kaj Hettman 
PR Strategist: Donya Kumlin 

Production: Forsman & Bodenfors Inhouse
Client Director: Henrik Johannesson
Frontend developer: Philip Robinson

Client: Lime
Communications & Brand Lead, UKI, Nordics & MENA: Ellie Bird
Marketing Manager EMEA: Marina Trevisan
Global Director of Brand Marketing: Christian Navarro
Creative Director: Evan Catlett
Website Manager: Ryan Magnusson
Senior Manager of Public Policy: Philippe Fernstrom