The creative idea is a short, 15 second online film that captures two kinds of athletes. One is someone determined to get better, and the other is someone who’d rather go out all night and party. The video heroes the athlete who’s making the hard choice of not drinking with friends in order to go for his night run.

We posted our video in places where people post party pics, videos and stories. Facebook groups, blogs, YouTube and Twitter accounts that celebrate the life of the parties, posts, videos, etc. And we showed them the true athlete – one who isn’t concerned with parties and “pics or it didn’t happen” culture at all, but instead just wants to get better. He’s the one who “wants it more.”

With zero in paid media, the videos have garnered over 3.2 million organic views on YouTube alone and a reach of 2.5 million people in the first month of the campaign.