150324_NIKE_Food_Poster_test4.jpg
       
     
IMG_1082 1_2.jpg
       
     
161203_Serie_Poster.jpg
       
     
Posterwall.jpg
       
     
1612-4_A3.jpg
       
     
20150412_NIKE_FOOD_TRUCK_RAW_008.JPG
       
     
20150412_NIKE_FOOD_TRUCK_RAW_083.JPG
       
     
2015_02_14_Nike_FILWR_COLOR_ASLE3A0289.JPG
       
     
2015_02_14_Nike_FILWR_COLOR_ASLE3A1054.JPG
       
     
2015_02_14_Nike_FILWR_COLOR_ASLE3A0312.JPG
       
     
2015_02_14_Nike_FILWR_COLOR_ASLE3A0874.JPG
       
     
2015_02_14_Nike_FILWR_COLOR_ASLE3A0783.JPG
       
     
2015_02_14_Nike_FILWR_COLOR_ASLE3A0789.JPG
       
     
2015_02_14_Nike_FILWR_COLOR_ASLE3A0557.JPG
       
     
bymatzehielscher-5.jpg
       
     
bymatzehielscher-16.jpg
       
     
bymatzehielscher2.jpg
       
     
bymatzehielscher-13.jpg
       
     
2015_02_14_Nike_FILWR_COLOR_ASLE3A0661.JPG
       
     
       
     

How can we encourage and enable Germany’s female runners to sign up for the WRS 2015? We created a local training plan for girls, that inspired, engaged, and activated them through a variety of channels, helping them stay informed on the race and pushing them to run more. Art direction and design played a pivotal role into the communication within the target group. By creating wildpostings, gear giveaways, as well as a traveling food truck for their last push, we went from a 6.5K signup in 2014 to our 10K+ goal for 2015. The food truck was our highlight; it traveled around Berlin to local foodmarkets where girls could trade their KM for raw food created by Lisa Muller, a innovative chef based in Berlin.

150324_NIKE_Food_Poster_test4.jpg
       
     
IMG_1082 1_2.jpg
       
     
161203_Serie_Poster.jpg
       
     
Posterwall.jpg
       
     
1612-4_A3.jpg
       
     
20150412_NIKE_FOOD_TRUCK_RAW_008.JPG
       
     
20150412_NIKE_FOOD_TRUCK_RAW_083.JPG
       
     
2015_02_14_Nike_FILWR_COLOR_ASLE3A0289.JPG
       
     
2015_02_14_Nike_FILWR_COLOR_ASLE3A1054.JPG
       
     
2015_02_14_Nike_FILWR_COLOR_ASLE3A0312.JPG
       
     
2015_02_14_Nike_FILWR_COLOR_ASLE3A0874.JPG
       
     
2015_02_14_Nike_FILWR_COLOR_ASLE3A0783.JPG
       
     
2015_02_14_Nike_FILWR_COLOR_ASLE3A0789.JPG
       
     
2015_02_14_Nike_FILWR_COLOR_ASLE3A0557.JPG
       
     
bymatzehielscher-5.jpg
       
     
bymatzehielscher-16.jpg
       
     
bymatzehielscher2.jpg
       
     
bymatzehielscher-13.jpg
       
     
2015_02_14_Nike_FILWR_COLOR_ASLE3A0661.JPG