The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Events & Experiential
Annual ID
OS22_PR036M
About the Work
In August, a new law was put into practice in France limiting the speed limit for vehicles to just 30km/h (18 mp/h) within the city of Paris, bringing the French capital to a standstill.
What was perceived as really bad news for motorists and drivers is pretty good news for environmentalists ... and those that want to push their own limits.
DISTANCE, a boutique running store, decided to take this new speed limit as a challenge. If drivers had to drive under 30km/h not to get fined, could runners actually go faster than them by foot?
On August 31st, a group of runners ran through the streets of Paris at full speed with the sole intention of getting fined. For just one night, they turned into Outlaw Runners and put speed cameras to work.
Some of the runners involved were seasoned athletes, such as Leena Kandissounon, 800m champion, and Quentin Malriq, 1500m champion.
DISTANCE then used the actual speed cameras pictures for an outdoor guerrilla campaign.
2022 Awards
Total Points: 3
Merit
Credits
Agency
BETC / Paris
Production Company
Soldats Films / Paris
Music / Sound Production Company
GUM / Paris
Art Director
Julien Vergne
Copywriter
Alexandre Girod
Chief Creative Officer
Stephane Xiberras
Creative Director
Stephan Schwarz
Director
Jules Renault
Assistant art director
Mathis Payet
Camera
Speed camera MESTA 210C
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