San Silvestre Vallecana
Brand: NikeAgency: Doubleyou Barcelona2004FilmVideo · YouTube
The idea
Promote Madrid’s year-end race by spreading the story that the city’s escaped bear was giving chase.
Timeless principle
Turn the event’s required behavior into the premise of the campaign.
Why it works
The civic icon, false sightings and interactive story give people a wonderfully irrational reason to run. Registration, entertainment and local folklore live inside one idea. Nike makes the city itself feel complicit in the race.
