Asics Ambient RUN WITH RYAN by Vitro

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Industry Sportswear, Athletic Footwear & Accessories
Media Ambient
Market United States
Agency Vitro
Released June 2012


Cannes Lions 2012
Outdoor Lions Digital Outdoor Silver

Credits & Description

Type of entry: Ambient
Category: Digital Outdoor
Advertiser: ASICS
Product/Service: ASICS
Agency: VITRO San Diego, USA
Advertiser ASICS
Product ASICS
Entrant VITRO San Diego, USA
Type of Entry: Ambient
Category: Digital Outdoor
Advertiser/Client: ASICS
Product/Service: ASICS
Entrant Company: VITRO San Diego, USA
DM/Advertising Agency: VITRO San Diego, USA

Description of Ambient execution
Run With Ryan was a 64-foot-long video wall installed in a New York City Subway station to coincide with ASICS’ sponsorship of the 2011 New York City Marathon. While the New York City Marathon is televised around the world and seen by millions of running fans, very few people ever have the chance to experience running a marathon themselves, or experience the unbelievable pace that it takes to win a major marathon. So Run With Ryan offered race fans an incredible interactive opportunity: along the 64-foot video wall, we played a life sized video of top US Marathoner Ryan Hall running his race winning 4:46 mile pace. And we dared anyone to race him, for just 64 feet. The chance to race side by side with an Olympic athlete was “interactive” in a profound and physical way that elevated the experience beyond anything a touch screen or video game could provide. Unsurprisingly, no one was able to beat Ryan Hall’s pace. And after the dash, fans were presented with this sobering fact, Ryan Hall runs that fast for the full 26.2 miles of a marathon.