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Green Light Run

basics
Industry: Apparel, Clothing & Footwear
Media:Cyber
Market:Japan
Style: Minimalism
descriptioncnen
Outcome

REACHES: 53,637,032Facebook LIKE: 151%
Strategy

With cooperation of The Tokyo metropolitan police department, the city’s 15,772 traffic lights’s algorithms were analyzed for the cycles and duration of red and green signals. Using mapping data provided by NAVITIME, a leading navigation app maker, a full distance marathon course of 42.195km was designed in the center of Tokyo. A voice guidance system led the city runners with routing and pacing, navigating them on a non-stop run.
Synopsis

Every city has its urban runners. Each runner has a different purpose, but they all have one enemy in common; traffic lights. London has 6,252 signals, NYC 12,460 and Tokyo has a staggering 15,772. Signals are absolutely necessary in traffic control and saving lives. However, they make completing an uninterrupted urban run near impossible, throwing runners off pace, and hindering record time performance. Dedicated to supporting all runners, adidas Japan took a stand to resolve this issue and to make city running dreams come true.
Execution

2/22/2017: Green Light Run movie released with an open call for participating runners, creating instant buzz.3/10/2017: Thirty lucky runners were selected from applicants nationwide.The runners took their mark at midnight in Marunouchi, for a full-length marathon race leading them to the goal set at adidas Harajuku Brand Core Store. Following the voice navigation system, the runners ran the full 42.195km on city streets without stopping at a single red light. Response was immense, and the buzz instantly went global.
CampaignDescription

GREEN LIGHT RUN is an urban marathon race, where the runner doesn’t have to stop for any red light. Using traffic data provided by the local police department, and taking traffic signal patterns, distance, timing and safety all into account, adidas Japan brought a one-of-a-kind, urban race through the busy streets of Tokyo to life.
credit
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Other credit:Entrant Company: TBWA\HAKUHODO, Tokyo, Japan
Media Agency: TBWA\HAKUHODO, Tokyo, JAPAN
PR Agency: TBWA\HAKUHODO, Tokyo, JAPAN
Strategic Planning Director, Takuro Amada, TBWA\HAKUHODO
Activation Planner, Ryota Haraguchi, TBWA\HAKUHODO
Event Producer, Hiroshi Miyamoto, TBWA\HAKUHODO
Production Manager, Takuya Sugimoto, Tohokushinsha Film Corporation
Production Manager, Riichi Kin, Tohokushinsha Film Corporation
awards
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Innovative Use of Technology
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The One Show 2018
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Craft / Data-Driven Personalization - Single or Campaign
The One Show 2018
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Ambient Media / Live Events
The One Show 2018
Silver Pencil Direct Marketing
Craft / Use of Digital Technology - Single or Campaign
The One Show 2018
Silver Pencil Responsive Environments
Use of Technology
The One Show 2018
Bronze Pencil Branded Entertainment
Experiential / Live Events
The One Show 2018
Merit Print & Outdoor
Ambient Media (Indoor & Outdoor) / Experiential & Installations - Single
Cannes Lions International Festival of Creativity 2017
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Cannes Lions International Festival of Creativity 2017
Bronze Creative Data
Use of Real-time Data
Cannes Lions International Festival of Creativity 2017
Bronze Creative Data
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Cannes Lions International Festival of Creativity 2017
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Cannes Lions International Festival of Creativity 2017
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Cannes Lions International Festival of Creativity 2017
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Creative Data Collection & Research
Cannes Lions International Festival of Creativity 2017
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Cannes Lions International Festival of Creativity 2017
Shortlist Direct
Use of Real-Time Data
Cannes Lions International Festival of Creativity 2017
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