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headvertising:

How do we go about re-launching Climacools – pure running shoes – in France to 14-19-year olds, despite the fact that studies show that French teens hate running? By giving them a good reason to run with the Operation “Ready to run.” The concept: each time a teen tries on a pair of Climacools anywhere in France, they have a chance to be chosen to carry out a mission and take part in an extraordinary race in their city. How? Some guys kidnap them in-store, take them into a van, give them earphones and instructions before leaving them to their own devices in the middle of the street, followed by 2 cameras and a drone. They’re given an hour to get to the other side of the city, following athlete Teddy Riner’s (world’s judo champion) instructions remotely, taking on a series of challenges that’ll see them immersed in a completely crazy race, during which they’ll interact with adidas stars.

Creative: Sid Lee
Production Company: Astrolab
Director: Julien Rocher
Music: Noisia “ALPHA CENTAURI (EXCISION & DATSIK REMIX)” par NOISIA © 2010 – EMI April Music Inc / Roc Nation Music / The Publishing Designee of Noisia Licensed courtesy of Mau5trap, under exclusive license from Vision Recordings Avec l’autorisation d’EMI Music Publishing France