Outlaw Runners
Award: Graphite Pencil
Graphite Pencil / Press & Outdoor / Tactical Press Adverts / 2022
Award: Wood Pencil
Wood Pencil / Press & Outdoor / Tactical Poster Adverts
Award: Wood Pencil
Wood Pencil / PR / Reactive Response
Award: Wood Pencil
Wood Pencil / Digital / Tactical
Award: Wood Pencil
Wood Pencil / Digital / Physical & Digital
Award: Shortlist
Shortlist / Photography / Lifestyle
Award: Shortlist
Shortlist / Direct / Press & Outdoor
Award: Shortlist
Shortlist / PR / Events & Stunts
Award: Shortlist
Shortlist / Media / Press & Outdoor
Award: Shortlist
Shortlist / Media / Events & Stunts
In August 2021, a new law came into practice in France limiting the speed limit to just 30 kilometres per hour within the city of Paris. DISTANCE, a boutique running store, decided to take this new speed limit as a challenge. If drivers had to drive under 30 kilometres per hour in order to avoid a fine, could runners actually go faster than them on foot? A group of runners ran through the streets of Paris at full speed with the sole intention of getting fined, putting the speed cameras to the test for one night only. DISTANCE then used the images captured by the speed cameras for an outdoor guerrilla campaign.
What did the judges have to say?
"Probably this is the most creative piece of work for me among the whole entries. It gives me the WOW" effect, it's something I've never thought about. It's so playful, ironic, a smart defend to eliminates the ridiculous speed law. Hats off to the creative team!"
Lili Jiang, Group Creative Director, Cheil Hong Kong