MERCADEO Versión en español
Constraint Made The Brooks Rule40 Olympics Campaign Shine
Manuela Walfenzao| 29 de noviembre de 2016
Running shirt fue una de las piezas de la campaña
Through social media and by mentioning, repeatedly, Rule 40, Leo Burnet created for the sportswear maker company, Brooks Running a platform to help raise awareness of athletes’ rights during the Rio Summer Games. And they did it in a few months and with a small budget. “Some say that constraint is good for creativity” said the agency in a post about the campaign. The idea was to create a campaign that raised awareness about athletes’ sacrifices and struggles and encourage the public join the fight against rule 40, that restricts their ability to market themselves and profit during the most high-profile two weeks of their careers: the Olympics. Half of the top 10 U.S. track and field athletes live below the poverty line (less than $15,000 a year) from their sport, according to IOC revenue figures. “Really, there were no guidelines other than just that” said Mike Ward, Creative Director and Copywriter, who with Chris Von Ende – Creative Director and Art Director on the Brooks team- has worked on the account since Leo Burnett won the business in 2015. “We had to be scrappy” he added. The result was a campaign simply called Rule40, that included: both design and launch of an unbranded website; social accounts on Facebook, Instagram and Twitter; a generic violation-free sportswear (inspired by a provision within the Rule 40 guidelines). Daily posting began in May, linking not only to the website but also to news articles highlighting Olympic hopefuls’ financial struggles. Activity began to ramp up ahead of the U.S. Track and Field Olympic Team Trials at Tracktown in Eugene, Oregon in July. The effort earned plenty of attention from the media and within the industry. Creative agency Monsters Unlimited even called it the “best and most important marketing campaign to come out of the Olympics.”
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