special project, contest, campaign, photo, video, digital
photo Giulio Rustichelli, Francesco de Luca; video Francesco Meneghini, Bruno Noaro & Enrico Stocco
The New York Marathon is probably the most historical and popular race in the world: Diadora wanted to make this dream happen to women able to interpret the brand’s Bright Run philosophy.
The #RUNTONYC project, entirely curated by Heads, included an online contest through which twenty female runners were selected to join a fifteen-month-long both group and individual training programme under the guidance of Gelindo Bordin. The project culminated in 2017 when their experience at the November marathon was told through photos, videos, and interviews published on the web site makeitbright.diadora.it.
The girls contributed to this storytelling activity through their social media channels, becoming authentic and passionate brand ambassadors.