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.

2022 One Show - Public Relations

Outlaw Runners

Agency BETC / Paris + GUM / Paris + Soldats Films / Paris

Client Distance


Events & Experiential

Annual ID


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




BETC / Paris

Production Company

Soldats Films / Paris

Music / Sound Production Company

GUM / Paris

Art Director

Julien Vergne


Alexandre Girod

Chief Creative Officer

Stephane Xiberras

Creative Director

Stephan Schwarz


Jules Renault

Assistant art director

Mathis Payet


Speed camera MESTA 210C

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