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  • SUB CATEGORY :
    USE OF AMBIENT: LARGE SCALE
  • ENTRANT COMPANY :
    HAVAS MIDDLE EAST, DUBAI
  • TITLE :
    DESERT RUNNER
  • BRAND :
    ADIDAS
  • ADVERTISER :
    ADIDAS
  • AGENCY :
    HAVAS MIDDLE EAST, DUBAI/ HAVAS PLAY, PARIS
  • CHIEF CREATIVE OFFICER :
    FABRICE PLAZOLLES
  • EXECUTIVE CREATIVE DIRECTOR :
    LEONARDO BORGES
  • CREATIVE DIRECTOR :
    ANSHUMAN BHATTACHARYA
  • ART DIRECTOR :
    SHALISHA HIRA/SÁVIO HATHERLY/QUENTIN CLAUSSE
  • COPYWRITER :
    RICKIE CHEYNE/NIL NIVIERE SCHOUVALOFF
  • AGENCY PRODUCER :
    ALEX BIANCHINI
  • ANIMATOR SPECIAL EFFECTS :
    FARAH MOHAMED/KEVIN MIBZAR SAMUEL/
    ABDULHAMID BAABDE/AHMED ZAGHLOUL
  • DIRECTOR :
    AHMED RASLAN
  • BUSINESS STRATEGY DIRECTOR :
    ALEJANDRO FISCHER
  • COMMUNITY MANAGER :
    REEM DERGHAM
  • CLIENT SERVICE DIRECTOR :
    SELINA KHIROYA
  • ACCOUNT DIRECTOR :
    MIA MOUSSA
  • ACCOUNT MANAGER :
    DANA FTOUNI
  • STRATEGIC PLANNING DIRECTOR :
    BRUNO ARALDI
  • STRATEGIC PLANNING MANAGER :
    MOHAMMAD EL TAYECH
  • SOCIAL MEDIA DIRECTOR :
    AYAH MOUNZER
  • SOCIAL MEDIA MANAGER :
    DANA DAOUD/BASSAM DERGHAM
  • PR AGENCY :
    HAVAS RED, DUBAI
  • PR DIRECTOR :
    DANA TAHIR
  • PR MANAGER :
    RYAN COSTA
  • SENIOR DIRECTOR :
    RAZAN KARIM
  • SENIOR MANAGER :
    AHMED YOUSIF
  • FILM PRODUCTION COMPANY :
    VIP FILMS, DUBAI
  • CAMERAMAN :
    BACHIR MOUKARZEL
  • LINE PRODUCER :
    LUCIANA BOULOS
  • PRODUCTION MANAGER :
    GILBERT HAJJAR/ANNA KRIZIA DELASANTOS
  • EDITOR :
    NATHALIE MOUSSA
  • ARTIST :
    DAVID POPA
  • ASSISTANT ARTIST :
    RYAN MUIR/UKU SAKARI
  • LOCATION MANAGER :
    HANI KHAYYAT
  • CAMPAIGN SUMMARY :
    The Adidas Desert Runner campaign was a multi-platform activation that combined art, sport, and digital engagement to connect with Middle Eastern runners. Adidas wanted to position The Desert Runner as more than a shoe—it was a symbol of perseverance and endurance for those who brave the region’s extreme heat and challenging conditions.

    To amplify the cultural relevance of the campaign, Adidas collaborated with renowned earth artist David Popa to create a 100-meter artwork in the Arabian desert, reflecting the resilience of runners. The campaign was rolled out across social, digital, and influencer marketing channels, using a phased storytelling approach to build momentum.

    By leveraging high-impact visuals, influencer engagement, and platform-specific content, the campaign drove record-breaking engagement, surpassing all Adidas benchmarks. The media execution strategically placed the campaign in front of the region’s running communities, sparking a 350% surge in running interest and making it the #1 most engaging Adidas campaign globally.
  • CREATIVITY/IDEA/INSIGHT :
    Adidas recognized that running in the Middle East is not just a sport—it’s an act of resilience. Extreme temperatures, limited running-friendly spaces, and a growing but underserved running community made the region a unique market for this launch.

    Rather than a traditional media launch, Adidas turned The Desert Runner into a cultural statement, using art as a storytelling tool. The 100-meter ephemeral artwork in the desert became the centerpiece of the campaign, transforming the harsh environment into a symbol of perseverance.

    Through cinematic social content, influencer collaborations, and digital amplification, the campaign connected deeply with the running community, making the shoe launch an emotional and aspirational movement.
  • STRATEGY :
    The media strategy was designed to maximize cultural impact and reach the right audience through three key pillars:
    1. Hyper-Relevant Storytelling
    • Adidas used long-form video storytelling to showcase the artwork’s creation, mirroring the challenges runners face in the desert.
    • Content was adapted for TikTok, Instagram, YouTube, and Meta, ensuring relevance across different audience behaviors.
    2. Influencer-Led Engagement
    • Top running influencers and athletes shared their personal stories, creating an authentic connection to the shoe.
    • Adidas partnered with regional running clubs to amplify the campaign, ensuring grassroots adoption.
    3. Targeted Media Distribution
    • Paid media focused on high-intent runners, using geo-targeted ads in key cities.
    • TikTok and Instagram Reels were prioritized, leveraging high-impact video and engaging younger audiences.

    This strategic mix ensured that the campaign reached both seasoned runners and newcomers, inspiring mass participation and engagement.
  • EXECUTION :
    The campaign unfolded in three key phases:
    1. Tease & Build-Up
    • Adidas released behind-the-scenes snippets of David Popa’s artwork creation, generating curiosity and pre-launch buzz.
    • Running communities and influencers began hinting at something big, creating a sense of anticipation.
    2. The Reveal & Cultural Moment
    • The full artwork was revealed, with influencers and Adidas athletes experiencing it firsthand.
    • High-impact hero content was launched across social media, positioning The Desert Runner as a cultural icon rather than just a product.
    3. Sustained Engagement & Conversion
    • Adidas activated local running communities, encouraging UGC (user-generated content) under a custom hashtag challenge.
    • Paid social amplification drove awareness, while direct-response ads focused on conversions, selling out the limited-edition shoe.

    By integrating storytelling with strategic media placements, Adidas ensured maximum impact and cultural resonance.
  • RESULT :
    The Desert Runner campaign delivered outstanding results, proving the power of cultural storytelling in sports marketing:

    350% increase in interest in running, tracked through social searches and engagement metrics.
    165 million total reach, making it the #1 most engaging Adidas campaign worldwide.
    Organic influencer participation, with top athletes and running communities amplifying the campaign.
    High conversion rates, with the limited-edition shoe selling out within weeks.

    The campaign successfully shifted perception—from seeing the desert as an obstacle to embracing it as a training ground, reinforcing Adidas’ commitment to empowering Middle Eastern runners.