Vitalis GO RUN
Vitalis is a Portuguese water brand strongly connected with sports and best know for its tagline – “The official sponsor of the marathons”.
Unfortunately being the main sponsor in such events doesn’t come cheap. And in a crowed market with so many different marathons, the price tag was becoming to high to bare. So they asked us to try to a different approach to sports, while trying to branch out the brand and accommodate a wider target, at same time.
To solve this problem we decided to take advantage of a new form of running that was gaining popularity in other countries: figure running.
The only competition where you start running and end up drawing. A race focused on creativity with no finish and no timer, where you can be slowest and still win. This way, instead of endorsing or sponsoring events, we would be creating our own sport at much smaller cost. And even better, a sport that would appeal to a larger crowd, reaching less traditional athletes.
To really own this sport we created a yearlong creative competition with an app, to record your drawings, and a website, to check everyone else’s. The most creative runners in Portugal would win a trip to New York where they would be able to compete in the marathon, or just mock about.
To communicate it and inspire our runners we created outdoors using the same technology as the race, and relating it to the different spots and shapes. So in “Mice Square” we Draw a mice, in our technology school we draw a rocket and so on.