The ASICS Treadmill Challenge

There are certain brands that want people to believe they can become something or anything they aspire to be. There’s Adidas telling everyone “Impossible is nothing”. There’s Nike telling everyone to “Just do it”. It’s a classic strategy, making people feel they are better than they are.

Then, there are products or brands who flat out shock people with someone else’s greatness and force people to be in awe by challenging them to do what certain people do. It’s a strategy more common to brands that support mothers or parents or soldiers. That is why Asics Treadmill Challenge is a cut above the rest.


Asics is moving towards becoming a brand for athletes. It is a move that aims to emphasize the quality of their products and announce their formal entry to the league of Adidas and Nike.

However, both Nike and Adidas cater to people who are not professional athletes. Asics’ new trust seems geared towards those who want to become active, if not athletes.

The first step is to attach their brand to a different kind of breed. Nike and Adidas have made very strong associations to popular professional athletes such as Kobe Bryant and Tiger Woods. Asics turns to other athletes who are, nonetheless great, but less recognized such as Ryan Hall, America’s fastest marathoner.

Taking it to the Streets

The goal is to make people realize that they can’t do what athletes like Ryan Hall can do, that these athletes are a different breed and that they deserve more respect.

They brought a mobile treadmill to different parts of America and make people run at Ryan Hall’s speed. The result: no one won.

Marathons, unlike speed running, require that a person “phase” herself or himself. In order to have enough energy to run the distance, it is important that the runner run just enough speed to ensure there will be enough energy to finish it. People are encouraged to jog, instead of run when training for the marathon. However, professional marathoners’ jog is distance from mere mortals like us.

The Result

The message was clear, athletes like Ryan Hall deserve respect. Asics support athletes like Ryan Hall. However, the bigger triumph is the personal, direct and intimate interaction that people had with Asics. Being able to personally experience how difficult it is to run like Ryan Hall, they know that Asics in a quality that would support the requirements of Such training.

Citroën Multicity: Running Shoes

Running, a sport/activity as old as civilization, has experienced a resurgence in the last several years. What was once known as a boring has-been physical fitness activity is cool again. This may well be credited to the nature of the sport. The simplicity allows almost everyone healthy enough to run to do it.

Marketing-wise, it is a goldmine. It’s an easier activity to organize than concerts, fashion shows or awards night. That’s why so many brands have turned to running events/marathons for their guerrilla marketing efforts. Many have been successful but many have also failed. In marathons, it is just as easy to fail as it is to succeed.

Citroën Multicity: Running Shoes

Citroën Multicity Running Shoes is one of those who decided to use a marathon to attract some attention.

Multicity is a car rental platform. Recently, it branched out into peer to peer car sharing. It is the first of its kind Europe. One of their main objectives is to help the environment. Berlin Marathon attracts more than 1 million people yearly and more than 120 countries are represented.

There was no better platform to get people into talking about what Multicity but Berlin Marathon.

Multicity dressed up two small cars like running shoes, complete with socks and laces. The two cars ran side by side with one car moving forward after the other, mimicking the movement of two running feet.

The Result

It did attract some attention. Aside from the spectators, even runners slowed down and some even stopped to take a look at the two cars. Some even took a photo with the two cars.

Attention is what it sought. Attention is what it got.

The question is how much attention it got.

The YouTube video has a little over 1,300 views since it was uploaded October 25. It is, by no means, a “viral” effort. However, it is unfair to judge the effort based on their video. After all, it is a local service and what matters is the website local traffic they will get after the event.

The thing is that it is a service that deserves attention from all over the world. It is not exactly a revolutionary business concept but a great one at that. In fact, it is one that the world needs right now.

Had Multicity pushed the envelope a little harder, they would have come up with a stunt that would have garnered a lot more attention than they are getting.


Advertising Agency: Havas Worldwide, Germany
Chief Creative Officer: Felix Glauner
Executive Creative Director: Torsten Pollmann
Creative Director: Patrick Ackmann
Art Directors: Jan Billmann, Janina Koslowski
Copywriter: Peer Hepp
Management Supervisor: Daniel Grube
Producer: Tobias Göthner
Producer: Alexander Steinhoff / Markenfilm
Camera: Christoph Beckmerhagen
Camera / Edit: Yannis Panther
Model builder: Thomas Breen
Music: Die Sterne – Big in Berlin

IBM: Smart Ideas for Smarter Cities Useful Billboards

Billboards are often overlooked, annoying and ineffective. That is, until now. The creative folk over at Ogilvy & Mather France took billboard advertising to the next level. Their concept was truly interactive and helpful!

By adding a simply bend to the billboard advertisement, they were able to create an interaction with the advertisement that helped people in their time of need. The concept was for IBM’s People for Smart Cities Program.

ibm billboard

via Coolhunter


Ogilvy & Mather France
Chief Creative Officer: Chris Garbutt
Executive Creative Director: Susan Westre
Art Director: Daniel Diego Lincoln
Copywriter: Lauren Elkins/Andrew Mellen
Concept: Daniel Diego Lincoln/Stephane Santana
Photographer: Bruno Bicalho Carvalhaes
Agency Supervisor: Muriel Benitah, Mary McFarland

My Mobility Guerrilla Campaign in Antwerp City by Bundl

THE STORY: Antwerp Mobility Guerrilla by bundl

During several preparatory brainstorm, 2500 citizens of Antwerp generated 3000 ideas about future mobility in Antwerp. “Antwerpen aan’t Woord“, a belgian non-profit organisation, clustered these ideas into 20 innovative concepts for improved mobility for the city of Antwerp.

In collaboration with bundl, an industrial design office, the goal was to spread these mobility concepts to as many people as possible in the city.

bundl came up with a guerrilla approach to tackle the project briefing and to achieve the necessary media attention. The idea was simple: “bringing one of the concepts to real life”. For one day we turned every car in Antwerp, during the night, into taxicabs!

Due to a very low budget, bundl opted for a hands-on, gut feeling approach briefly explained below.


A. Convert content into tangible media

bundl transformed the 20 ideas into uniform conceptual drawings. These representations were going to be distributed by books, a website and social media. These can be viewed on


Preview of the book, representing the 20 conceptual ideas.


Preview of the website, representing the 20 conceptual ideas.


Preview of the iPad representation of the 20 conceptual ideas.

B. Connect the target group to your media.

Under the management of bundl, 5000 taxi-signs were designed and fabricated in cardboard. On this taxi-sign, a brief explanation and links to the media were added. Television, newspapers and blogs should pick up the story and spread the word and content.


The taxi-signs used during the campaign.


Another shot on the taxi-signs.

C. Get the work done!

Overnight and with the help of 20 contributors, all cars across Antwerp were provided with the cardboard signs using gluedots.


A contributor fastening a taxi-sign to a car.

D. Enjoy and measure the results!

In one day, the campaign reached more than 100.000 people by being mentioned twice on prime time national news, newspapers, blogs, social media, …


The look ‘n feel of a random street in Antwerp


The first reactions of the citizens of Antwerp.



Photos via

Sign Spinner and Dubstep Dancer Equals Viral Magic!

Nonstop is a professional dancer that specializes in mind-blowing pop and lock techniques that puts dancers on Americas Best Dance Crew to shame. He is known for his viral video where he dances to a dubstep version of the hit song, “Pumped Up Kicks.” His video has over 77 million views on YouTube and has been a huge success. In his latest video he can be seen collaborating with a sign spinner on the street. If the sign spinning itself didn’t draw enough attention, I’m sure his dancing did!