The OP Climacool 'Read to Run' plunges each winner into a sort of spy film, and leaves them breathless. They’re first kidnapped in-store by a group of guys. Then Teddy Riner, quintuple judo heavyweight champion of the world, gives them instructions, calling on them to run, hide, take a helicopter ride, no questions asked. They face a series of challenges at 100 miles an hour: They recover clues, dig through an apartment, take on a different identity, tame an angry dog, hug a stranger, jump out of a plane with pizza…If they successfully complete their 'Ready to Run' mission, they can choose from 1 of 3 prizes: 1. jumping out of a plane and having a soccer pizza party in a dream villa with a famous French rapper, 2. partying in a limo with a famous singer and a soccer star, or 3. playing soccer with the players from their city’s club.

The OP lasted 3 weeks, with a new kidnapping every week in 3 locations in France: 1 in Paris, 1 in Marseille and 1 in Lyon. Each mission drew on the daily lives of 14-19-year-olds. Their surroundings were familiar, but everything was faced with much more intensity, thanks to their Climacools. The fact that they didn’t know on which day, in which store, in which city the next kidnapping would take place helped us keep suspense levels high.To accentuate the immersive aspect typical to spy films, clues can be found on the website and in-store via a QR code. These interactive mediums allow the teens to communicate with Teddy Riner, who sends the next mission’s clues by email or MMS. That way, even if they’re not kidnapped in-store, they’ve at least taken part in the experience.

The PR strategy has us asking bloggers to unveil new clues on their personal blogs.Furthermore, during the stunts, athlete ambassadors of the brand live tweet to encourage the winners and generate buzz via their followers.

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