TBWA: adidas creates a running for mental health movement

You look at runners and you think effort. When you are a runner you think calm. With stress one of the major problems in urban life today and mental ill-health the no.1 cause of serious health problems globally, adidas is highlighting the power of running to improve mental wellbeing.

The campaign, Run to Reconnect, is by TBWA\London and Amsterdam’s TBWA\NEBOKO, who joined forces to conceive and execute the creative. That creative consists of a 60-second hero film and a collection of individual stories – the personal stories of how running has changed lives.

https://youtu.be/5FQQv422wK0

The campaign’s four runners include London native, Georgina Hayf, and adidas global ambassador, Ally Love, who tell their own personal stories, in documentary style, about the stress they face and how running helps them find clarity amongst the chaos of everyday life.

Georgina Hayf commented, “I’ve always been a city girl, but at times it can be quite full-on. You always feel like you are working. There’s no time to switch off and have some downtime.”

https://youtu.be/jF-dRg_d8HE

Peloton instructor and adidas global ambassador, Ally Love, stated, “I think being overwhelmed naturally occurs in everyone’s life. Running was an avenue for me. It was a place that not only did I get away, but I was able to be present.”

https://youtu.be/auaaW2wVHak

Each of the runners’ stories is running in social, retail and e-com and the campaign coincides with adidas’ new collection of apparel and footwear called FOCUSBREATHEIN. The full campaign includes in-store events, adidas Runners retreats, guided mindful runs on the adidas Running app, mindful meditation on the adidas Spotify channel, and digital assets.

Credits

Agencies: TBWA\London & TBWA\NEBOKO

Chief Creative Officer: Andy Jex

Creative Directors: Andre Gray & Thomas Julien

Creatives: Harriet Russell-Vicks & Lauren Buggins

Business Director: Tomas Pruijs

Head of Strategy: Natalie Gruis

Designer: Anthony Smyrski, Lot Madeleine