tata mumbai marathon
didn't wake up like this
Sports advertising is remarkably cluttered.
How could we get the
Tata Mumbai Marathon
to stand out?
The Tata Mumbai Marathon is Asia's biggest marathon. We wanted its surrounding communication to be equally unique.
In a segment that's rife with sports cliches and tired metaphors, the goal was simple: how could we make the marathon – a huge source of inspiration for the entire sporting community of India – stand out?
When it comes to marathons, people like to focus on finishing. We wanted to do things differently. We wanted runners to not just celebrate the big highly instagrammable finish, but the journey and the effort.
So we decided to borrow a popular phrase that asks people to be honest on social media:
didn't
wake
up
like
this
The outcome was a flood of user-generated portraits of runners, taken post-run, along with their stories and their struggles leading up to the marathon. These portraits weren't pretty, they were raw, honest, sweaty, gritty, tired – and determined.
These stories were met with an outpouring of love from the community, from both athletes and non-athletes.
print ad
social posts
banner ads
We watnted to ensure Tata Mumbai Marathon was being inclusive, bringing in as many amateur and new runners as possible. Our strategy? Brand-less banners that would put out eye-grabbing messaging. Who wouldn't want to become a strong, powerful runner in just three days? On clicking the banners, you'd be taken to our landing page where you'd see hundreds of stories of runners who took months or years to successfully complete a marathon – but enjoyed every second of the process.
Role: Concept development, copywriting, art direction
friends first / soup canvas / 30 days of differences / didn't wake up like this / be a quitter / shaping the world for difference / save it see it / movement live / etsy has home / starbucks holiday