Brief

To brand and promote the charity’s annual sponsored event in the City of London. Attracting teams of runners as well as individuals, the campaign should target and engage with time-poor City professionals while embracing the spirit of the event. The key sponsors’ logos should be prominently incorporated.

Response

Focusing on themes of inclusion and enjoyment, the visual composition blends real life imagery with an illustration of London's iconic skyline to create a contemporary, striking identity that combines with the tagline to encapsulate the essence of the event.

The contemporary styling of the line-drawn cityscape, with its simple yet expressive shapes, was designed to appeal to the target demographic and generate interest in a fast moving and crowded marketing arena. This starkness is in-keeping with the guidelines and hard-hitting campaigning of the charity, but is juxtaposed with vibrant colours and movement to produce the necessary high impact visual.

Designed to maximise brand awareness across various media channels over a short space of time, the campaign was intended to run in London Transport and DLR properties as well as offices of the charity’s commercial partners. Enquiry packs and marketing collateral were mailed to those interested in participating and promotional t-shirts produced for entrants.

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