Adidas
Run for the Oceans Integrated Campaign
How do you turn a global awareness campaign into something people actively compete to be part of?
Overview
While working at JCDecaux, I led the development of a campaign concept for Adidas’ Run for the Oceans, using Digital Out-of-Home to transform passive awareness into active participation.
The idea focused on transforming the campaign from a passive awareness initiative into an interactive system that encouraged sign-ups, competition, and real-time engagement.
The Challenge
While Run for the Oceans had strong purpose and awareness, the challenge was to motivate new audiences to actively participate rather than passively support.
The campaign needed to create a stronger sense of involvement, urgency, and competition to drive engagement and sign-ups.
The Idea
The concept used Digital Out-of-Home to bring real-time participation into the public space.
Live campaign data including distances run, collective progress, and city-level comparisons were visualised across screens, turning the campaign into a visible, evolving experience.
This introduced a layer of friendly competition, encouraging individuals to take part and see their contribution reflected instantly.
My Role
I led the concept and visual direction, defining how the campaign would translate across Digital Out-of-Home environments.
This included shaping both the interaction model and the visual system, ensuring real-time data could be communicated clearly and impactfully within fast-paced public spaces.
The Outcome
The campaign transforms OOH from a passive awareness channel into an interactive, behaviour-driven experience.
By introducing real-time feedback and friendly competition, the concept encouraged deeper participation and strengthened the connection between audience action and campaign impact.
This approach repositions OOH as an active participant in the campaign, not just a broadcast channel.
