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New Balance
Everybody's Race

Client
New Balance, London Marathon

Deliverables
Creative Direction, Campaign Strategy

Industry
Sportswear

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Project information

Creative direction for New Balance's campaign as official footwear and apparel partner of the 2018 Virgin Money London Marathon. The concept, "Everybody's Race", champions every runner on the course, not just the elites, through raw portraiture and a fractured serif typeface that splits and reforms like a crowd of runners.

The campaign spanned tube domination, bus shelter and building takeovers across London, plus a bespoke "RUN LDN" edition of the 1500v4. A companion line, "Ready", carried the story through race week.

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