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BACKGROUND

Löplabbet is Sweden’s leading running store. With outstanding expertise and a wide range of running shoes they drive purchase decisions through reliable advice. Since they compete with values like knowledge and inspiration rather than pricing, most of their communication has to be image based to build brand awareness. With this image campaign, our mission was to inspire people to run, even in the dark. How could we prove that it’s never too dark to run?

It’s never too dark to run.

» When it comes to running, people tend to focus on hurdles and difficulties. But runners, they take every chance they get. We identified one hour shrouded in the dark. One hour free for running. The hour of 2 am and 2 am on the 29th of October. The night when we turn the clock back for the end of daylight saving time. «

THERÉSE, COPYWRITER

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We spread the movie in social media and the interest in our digital event grew. Runners all over the country connected with each other and started local running groups.

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» We took over Löplabbet's social media-accounts and regrammed the activities posted by the enthusiastic runners. «

NINA, ART DIRECTOR

TEAM:

THERÉSE BOHLÉN-KINN, COPYWRITER

NINA FRIMAN, ART DIRECTOR

JONAS SJÖVALL, CREATIVE DIRECTOR

MALIN OLSSON, SOCIAL MEDIA

EMELIE SVENSSON, PRAKTIKANT