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 (2022). This less-than-elite runner was logging ~8 miles a month, often making their way through those miles by any means necessary. Brooks seemed ready to tap a new market, so we leaned into the unique and personal tips, tricks, and mind-games people use to stay motivated.
The collection of creative run hacks (thx u, Reddit!) inspired our 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 audience of runners.
The high-stakes combination of Brooks’ first-ever brand campaign using an imaginary spokesperson-esque-figure to target an audience entirely new to the brand was a step too far (unfortunate run pun) for some, and this live-action video content was paused indefinitely. As timing would have it, this pause occurred as we were finishing the work to ship, and we ended up with a playful series of Casual Runners tapping a Brooks muse to help them get their runs done.
Take a peek and remember to keepitcasual.
