Let the Run Tell You Why

Back in 2013 China hadn't quite caught the running bug yet, there were only XX marathons in a copuntry of 1.7 billion people. Facing these insurmountable odds we knew we couldn't tell people "why" to run, it's not logical, instead we had to let the run do the talking. With an enigmatic 74 year old man named Mr. Sun and a group of running lunatics we set out to turn China's running culture on it's ear. 

The :60 TV spot ran online as an interactive film with several portals that let you delve deeper into many of the runners personal stories including a hidden arcade style video game where you could play as a running hot dog.




CW: Jess Price

Chinese CW: Jimmy Chen