Brooks Running Digital Rule40 [image], 1 by Leo Burnett Chicago

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Rule40 [image], 1

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Industry Sportswear, Athletic Footwear & Accessories
Media Digital, Interactive & Mobile
Market United States
Agency Leo Burnett Chicago
Chief Creative Officer Britt Nolan
Executive Creative Director Jon Wyville, Dave Loew
Creative Director Mike Ward, Chris Von Ende
Art Director Chris Von Ende
Copywriter Mike Ward, Meredith Haan
Released October 2016

Awards

D&AD 2017
Writing for Advertising Writing for Social Media Wood Pencil

Credits & Description

Agency: Leo Burnett Chicago
Client: Brooks Running
Chief Creative Officer: Britt Nolan
Executive Creative Director: Jon Wyville
Executive Creative Director: Dave Loew
Creative Director, Art: Chris von Ende
Creative Director, Copy: Mike Ward
Production Designer: Alex Alvarez
Account Director: Varsha Kaura
Account Director: Holly Springer
Planning Director: Udayan Kolandra
Account Executive: Natalie Kush
Head of Production: Vincent Geraghty
Producer: Michael Petrucelly
Producer: Tim Allan
Photographer: David Emmite
Web Developer: Michael Brumm
Editor: Mark Sheridan
Post Producer: Lauren Roth
Audio Mix: Marco Morales
Editorial Company: Beast
Music: Marmoset
Copywriter: Meredith Haan
Copywriter: Mike Ward
Art Director: Chris von Ende
Creative Director: Chris von Ende
Creative Director: Mike Ward
Description
Rule 40 prohibits Olympic athletes (many who live below the poverty line) from promoting their sponsors, wearing their logos or even mentioning them during the Games – making those sponsorships nearly worthless. With Brooks Running, we launched an insurgent, unbranded campaign to allow all athletes and fans to protest the rule. At rule40.com, we launched generic, violation-free sportswear. Daily generic posts adhered to Rule40’s supposed “ownership” of words like “Rio,” “Gold,” or “Games” in a tongue-and-cheek manner, as did up-the-minute generic Olympic recaps during the Games themselves.