“The brief was to position Nike as the premier brand for running at the Run Manilla Marathon. The communication had to bring forth the attitude that Nike is ‘for the runner, by the runner’ in an innovative and refreshing manner,” said Danielle Xu, TK title. “We created a brick-like structure and placed it around the three-quarter mark at marathon. At this leg of the race, runners enter a zone of extreme exhaustion, which they term, ‘hitting the wall.’ The key takeaway from the communication is simple and direct: to encourage runners to keep running. The wall added the wow factor for the 40,000 participants at the Manila Marathon. It also engaged with the core runners at the event, a perfect opportunity for Nike to strike a deep resonance within the runners as they surpassed it.”