The 4th Nike Run London tapped into the insight that, for 50% of the year, Londoners who want to go running, have to do so in the dark. The initiative included; providing the tools to run at night safely, city-wide training runs for 6 weeks and a 10K night run in late November.The brief was to come up with a distinctive and campaignable idea that could be fully integrated across all media channels. It needed to recruit people for the race, and also demonstrate Nike's running and product offering, whilst keeping the brand fresh and surprising.

The campaign launched in October 04, breaking with a double page spread with the words "Go Nocturnal" in the London Metro. Runners signed up at RunLondon.com, which went live the moment the sun set that night. A large outdoor advertising campaign then launched to recruit, entertain and encourage runners to keep training, alongside retail, web and collateral communications. The communications all used yellow, animated eyes running past famous lit up London landmarks. Running product packages linked to this look and feel, with day glo apparel and reflective footwear to aid running at night.