Adidas approached us with the challenge to concept and design a mobile-first digital experience that helps people immediately understand the RFTO activation framework and participate.
Knowing that our audience cared deeply about the environment but felt overwhelmed by the idea of doing something to fix it, we utilized the tagline, 1participant = 1 child educated. This brought impact to the problem of marine plastic pollution and increased awareness of RFTO and helped drive participation in the digital & key city running events.
This campaign helped to spark joy by building additional meaning into running. Runtastic & Joyrun users could easily go for their regular runs and through the app donate those miles to the protection of the ocean.