Integrated branding campaign
Transforming the everyday commute for Londoners over 9 days with multiple immersive Sonic Runway installations.
To launch ASIC’s #IMoveLondon campaign, The Department were engaged to devise a stimulating activation that encouraged Londoners to switch up their commute. The response was to create Run The Tube, a multi-sensory art installation, originally designed as a Burning Man artwork by Rob Jenson and Warren Trezevant, with the light patterns programmed to sync with dawn and dusk soundtracks specially composed by Desmond Lambert.
Shortlisted for the Campaign Event Awards 2018 and Eurobest 2017.
7% increase in purchase consideration
4% increase in brand awareness
Total Reach of 3.8M
"ASICS think it's the best thing they've done in the last 5 years"
Sophie Rhatigan, Account Director, EDELMAN
#IMoveLondon was launched in Leake street tunnels for press and influencers including Lord Sebastian Coe and world champion athletes Lolo Jones, Libby Clegg and Dwight Philips.
On the night, guests were invited to ‘Run The Tube’, to create their personalised video experience. Each guest was live edited into their own bespoke promo video which was emailed to them the same night to share on their social channels.
The installation then toured to Clapham Common and Queen Elizabeth Olympic Park, in conjunction with the ASICS sponsorship of the 2017 IAAF World Championships.