Brooks Running has unveiled a new global brand campaign entitled ‘Live the way you run. Run happy’. The campaign aims to communicate the positive impact running has on a person’s life. Created in partnership with Leo Burnett Chicago, it also aims to demonstrate Brooks’ deeply held belief in the ‘transformational power of the run’ and will be supported by broadcast, social, influencer, print and digital components.
Each component of the campaign will seek to bring to life different unique running journeys, ‘representing the full spectrum of the truth and joy of running.’
“At Brooks, we believe a run can flat out change a day, a life, the world,” said Anne Cavassa, Chief Customer Experience Officer. “Our new ‘Live the way you run. Run happy.’ campaign captures our passion and energy, and is a call-to-action to inspire happiness and positivity through running.”
She continued, “In all of its forms, the campaign will showcase, celebrate and invite people to reflect on the role running plays for them personally. At the root of it is a universal joy that the sport creates for each of us which goes far beyond the time between when we start and stop our watches.”
Brooks will kick off the campaign with its first-ever TV commercial titled ‘The Rundead’, premiering on 13 February during the Olympic Marathon Trials on NBC. ‘The Rundead’ represents a new evolution of the company’s approach to running. In the cinematic spot, zombies roam free across a barren, post-apocalyptic town. ‘As the zombies encounter Brooks shoes they become more alive, revealing the transformative power of running.’
“We wanted to tap into that universal understanding that runners share,” said Jon Wyville, EVP, Executive Creative Director at Leo Burnett Chicago. “The visual progression from stumbling zombie to clear-eyed, happy runner in the TV spot will resonate with runners of any experience level and remind them of the joy running can provide.”
The print and digital ads to support the campaign highlight the manifestation of ‘Live the way you run. Run happy.’ in a person’s life. Each ad taps into the spectrum of ways runners see and participate in the run, ranging from health and wellness to achievement.
One set of creative features the iconic Brooks chevron as a path, highlighting the run as a giver, while another takes a whimsical approach to educating runners about the company’s industry-leading footwear and apparel technology. At launch, print ads will appear in publications such as Runner’s World, Shape Magazine and Competitor Magazine. Digital ads are slated to appear on media outlets including MensFitness.com, Shape.com, Hulu and Pandora, among others.
Launching at SXSW Interactive in March, Brooks will extend ‘Live the way you run. Run happy.’ through a series of ‘Idea Runs’. The fun runs will aim to harness the creativity and inspiration of the run and provide runners the ability to make their run and day better through activities that stimulate thoughtfulness. Brooks will extend the events by hosting virtual ‘Idea Runs’, inviting runners across the globe to participate.
“Live the way you run. Run happy.” will also appear at local running stores, in social media and at races across the world.