Nike asked us to get young adults excited about running. For young people running usually means discipline and effort. However, the fact is they run everyday without even being conscious about it. They are unconscious runners.

We created different messages based on that idea and started an urban guerrilla action consisting of stickers, projections and billboards on balconies.

A different way to create interest for running to those who usually do not run or think it’s boring.

We invaded neighbourhood balconies with tailored messages.

We worked with the legendary illustrators Brosmind to create dozens of illustrations that were made into the stickers, balcony banners and animated projections.

I only keep this video of the projection tests hence the cursor flying around. For the duration of the campaign we projected the animated stickers around the city center were young people hanged out.

At the end of the project, we recycled all the balcony banners into messenger bags and gifted them as a souvenir of the project to everyone involved in it.

The campaign was well received and we got invited to talk about the project at Blanc Festival in Barcelona. I don’t like speaking to crowds but these was one of the exceptions.

The project got some nice recognition.

I worked on this project as an Art Director at SantaMarta with Javier Valero as a copywriter and Fernando Codina as Creative Director.