Final project for "Advertising Creativity" course with María del Carmen Osnaya Nava.
M.S. in Advertising in Universidad del Pedregal, México, 2020.
Context
"Nike Run Club" has embraced the culture of running through a community core value. With thousands of app users worldwide and brand activations constantly happening throughout the globe, it's natural for the brand to bring an altruist take on this collective.
"Caminando a su Lado" is a nonprofit organization focusing on taking care of abandoned, mistreated and hurt dogs in Mexico City and its surroundings. For many years, a lot of dog pounds and animal rescue nonprofits have struggled for keeping afloat, however, living conditions for most animals it's not ideal or, in most cases, even have a dignified life within the shelter.
The Concept
¿Why not take this amazing runner community and let them help with the shelter? Through a simple implementation in Run App, we can pair them up with a dog to run a race and let the little paw friends have one sunday the might never forget.
With an amazing brand activation we can bring the helping spirit to community, embrace people to our goal of runniNg for out health and make customers experience the brand in a whole new way. There's no time to think it, JUST DO IT.
The Outcome
Not only have we made a difference in dogs' life, brand can take a shout out on media, mainly in offline, social media & YouTube. This video showcases the actions by giving direction and meaning to the race, the app and all of the runners that made it possible, aiming to engage not only with animal lovers and runners, but to general audiences on an emotional level.