Creative direction, ideation, copywriting
Our challenge was to create a digital experience that translated to real life too. Through curated and personalised videos sent pre and post run, use of advanced RFID technology, dynamic visual and audio installations on-the-day, we carried the girls from their nerve-ridden bedrooms, around ANZ Stadium, and across the finish line to victory.
A motivational wake up
At 5.30am on race day, each runner was texted a personalised motivational video to get her out of bed, in the zone and excited for the start line.
To harness the history of the iconic Olympic location, at both the start and nearing finish lines, we inspired the girls with roaring audio and visuals.
Getting personal with RFID
We placed RFID readers on-course, allowing the running coaches to identify every runner through a web app on their phones. The app revealed each girl’s name and their personal goal so the coach could help every runner push through and finish.
During the race, we captured and edited an 18-second race highlight video that was personalised with footage of each runner crossing the finish line. That’s almost 2000 unique videos edited, rendered and delivered within hours of the race finishing.