The One Show
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Category
Experiential & Installations / Experiential & Immersive
Annual ID
OS24_OH017S
About the Work
Sportswear has become the biggest hype.
So, hypebeasts and resellers buy out exclusive items from our high-end running store leaving no stock for our more athletic customers.
As a running store first, we decided to bring sport back into sportswear, by dropping a new kind of exclusive access.
ROB IT TO GET IT.
For one day, we invited our customers to steal from our store. There was only one condition: outrun our security guard who was in fact Mickael Zeze, the fastest French sprinter. This way, only true runners could access our most wanted items.
So, hypebeasts and resellers buy out exclusive items from our high-end running store leaving no stock for our more athletic customers.
As a running store first, we decided to bring sport back into sportswear, by dropping a new kind of exclusive access.
ROB IT TO GET IT.
For one day, we invited our customers to steal from our store. There was only one condition: outrun our security guard who was in fact Mickael Zeze, the fastest French sprinter. This way, only true runners could access our most wanted items.
2024 Awards
Total Points: 21
Silver Pencil
Credits
Agency
BETC Paris
Production Company
Soldats / Paris
Music / Sound Production Company
GUM / Paris
Art Director
Jeremy Treccani
Chief Creative Officer
Stephane Xiberras
Copywriter
Corentin Salignat
Director
Victor Sellier
Executive Producer
Pierre Cazenave-Kaufman
Producer
Thomas Duchene
Cinematographer
Fyras Slaiman
Agency Management
Damien Clanet
Mathieu Laugier
Brand Management
Guillaume Pontier
Lionel Jagorel
Production director
Laurianne Metais
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