Adidas Digital Runtoscroll [original language] by Friends Moscow

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Runtoscroll [original language]

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Industry Sportswear, Athletic Footwear & Accessories
Media Digital, Interactive & Mobile
Market Russia
Agency Friends Moscow
Creative Director Alexander Zavatskiy
Art Director Alexander Orekhov
Copywriter Artur Malina
Released September 2016

Awards

ADCR Awards 2017
Interactive & Mobile Websites Gold
Integration & Innovation Best Use Of Technology Silver
Promotions & New Media New Use Of Media Silver
Promotions & New Media Promotions Bronze

Credits & Description

Original Title: Runtoscroll
Client: Adidas
Agency: Friends Moscow
Creative Director: Alexander Zavatskiy (Friends Moscow)
Art Director: Alexander Orekhov
Copywriter: Artur Malina
Account Director: Ekaterina Ponomarenko
Head Of Digital Department: Peter Fomichev
Senior Marketing Director, Category Running Client: Peter Gyske (Adidas)
Brand Communications Director: Eugene Karasev
Senior Brand Manager: Maria Ignatova
Brand Communications Specialist: Tatiana Fedyaeva
Executive Producers: Production:
Bakehouse
Photo:
Alya Lugovaya, Konstantin Korobkin
Producer: Taisia Tarabrina
Photographer: Vladimir Vasilchikov
Photographer: Alik Oganov
URL: http://runtoscroll.ru/
Synopsis:
In order to engage the target audience and establish the notion that the product fits perfectly no matter how or where you run, we built a unique website where users literally need to run in order to scroll the page. All along the "length" of this site, we placed dozens of pairs of Alphabounce sneakers, so that anyone could get a pair for free if they reached them first. During the 14 days thousands of people from all over the Russia were actually running on our website. 106 000 unique users covered 30 000 000 meters total distance in pursuit for the new Alphabounce sneakers.