The inaugural run
Hackney Council approached Captive Minds to develop an identity and market their inaugural half marathon. The identity had to embrace the Hackney community and promote the energy and colour of the borough. Naming the event “Run” immediately provided a point of difference from other London based half marathons. It provided other community and fitness based activities to be branded under the same banner creating a unifying festival atmosphere.
Promotional and marketing collateral was inspired by screen printing and street art prolific in the borough. In the same vein as the paintings of David Hockney, illustrated runners were captured in action a moment too late such was their speed.
A responsive website with a simple sign up process helped drive sales and dovetailed with an extensive social strategy. Over 12,000 ticket were sold in just 14 weeks making it the fastest-growing half marathon in the UK. An incredible achievement for it’s inaugural year.
Agency: Captive Minds