It’s Your Run.
Brooks Running has a lot going for it: Premium products, an excellent reputation among elite runners—and since the pandemic, more people are running than ever! The problem? Category growth is not with elite runners.
Enter: The Casual Runner. This less-than-elite runner was logging 8 miles a month, often making their way through those miles by any means necessary. Brooks was ready to tap a new market, so we found all the unique and personal tips, tricks, and mind games people use to stay motivated and get their runs done.
The collection of creative run hacks (thx u, Reddit!) inspired a playful campaign through a mix of real-people photography, brand palette brights, practical propping, and illustrated embellishments, sharing Brooks’ “Run Happy” energy with a brand new group of runners.
Unfortunately, the high-stakes combination of Brooks’ first-ever brand campaign, along with targeting an entirely new audience was a step too far (run pun?) for some of the more tenured decision-makers, and the live-action video content was paused indefinitely.
Fortunately, this pause occurred just before we were ready to ship, so we ended up with a spirited series of casual runners tapping a muse to help them get their runs done.
Take a peek and remember to keepitcasual.