Race for Life had lost its mojo. We needed to make it fun and fresh again and remind people it’s not just traipsing round a muddy field — it’s BEATING CANCER. Our integrated campaign positioned it as ‘the world’s most important race’ with a satirical take on Olympic sports.
10” STINGS
OOH
Designed like the iconic RFL T-shirts on which runners write who they’re running for.
RADIO
Mock interviews with participants as if they’re superstar athletes.
Role: Creative & CD / Agency: Anomaly / Director: Jake Dypka / Production: Indy8 / DOP: Patrick Meller / Editor: Max Windows at Stitch / Sound: Sam Robson at 750 / Music: Wake the Town / Post: Time Based Arts