The Running Company campaign sends a couple of great messages. First of all, as the caption states, it encourages people to "run further." It inspires individuals to do that by showing runners of different ethnicities participating in a relay, effectively showing how far they actually ran. The second message is closely linked to the eclectic ethnicities portrayed in The Running Company campaign. The idea of different cultures working together is quite beautiful. It also shows that people of all walks of life could benefit from this company.
Created by Ogilvy, an ad agency based in Sydney, Australia, The Running Company campaign was art directed by Luke Chard with creative direction by Michael Raso and illustrations by Simon Gleeson.
Key Themes Behind This Trend
- Multicultural Advertising
- Opportunities to celebrate diversity in advertising through diverse representation of people that resonates with different age, gender, and cultural groups.
- Inclusive Marketing
- Opportunities for brands to develop campaigns that reflect the diverse cultural values, beliefs, and preferences of their local and global audience, using cross-cultural promotion.
- Collaborative Branding
- Opportunities to work with communities and local stakeholders to design messages and visuals that show brands as part of a collective social impact, and help people contribute to shared goals.
Where This Applies
- Advertising & Marketing
- Opportunities for advertisement agencies and brands to create messages that represent diversity and use it as a competitive advantage for developing deeper connections, building brand recognition, and tapping into niche markets.
- Sports & Fitness
- Opportunities for sports and fitness brands to leverage collaborative and inclusive messages that inspire people to engage in physical activities, share their achievements, and connect with a global audience through digital platforms.
- Retail & Fashion
- Opportunities for retailers and fashion brands to craft campaigns that celebrate cultural diversity and trends that resonate with consumers from different regions, using insights from social media, influencers, and cross-cultural fashion shows.
