Cannes Lions

RUNNING IN THE DARK?

VMLY&R MADRID / COCA-COLA / 2019

Film

Overview

Entries

Credits

Overview

Execution

Powerade always appeals towards motivation, putting the effort and giving your 100%. During Halloween night, a terrifying nun would chase night runners when they seemed tired or unmotivated, making them sprint for their lives to show how their bodies can always go that extra mile… literally!

The activation took place in the most popular park among runners in Madrid. It was shot on October 31 and hit social media on November 1rst, all in less than 12 hours.

The content generated through the activation was our brand’s post with the highest number of interactions throughout the year and increased our social media followers by an 18% after its release.

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