INDIA
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Work
adidas #ItsOnYou

adidas #ItsOnYou

adidas

A counter-intuitive way to motivate women non-runners to run by NOT motivating them.

The results

32,000 registered for the runners’ community, 80% of them being women.

The challenge

Motivate women to run amidst the scores of motivation floating around.

adidas India was looking to expand its running community, targeting women non-runners, as the women count in the community was very low. However, with the hordes of motivational messages, movies, videos, etc. it was difficult to get our message out.

The solution

Make women realise that no one can make them run, unless they want to.

We introduced the philosophy of ‘the onus is on oneself’, with the communication #ItsOnYou. We came up with a digital film with a counter-intuitive concept, which instead of giving women reasons to run, made them realise the fact that it’s on them to get up and go for it. With real runners, running at real locations, the film brought alive the passion for running.