2024 Winner
The M for Mpact
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Adidas
"Runner 321"
FCB
"Runner 321"
FCB
With “Runner 321” by FCB, Adidas set out to increase the visibility of neurodivergent athletes through the sport of running. The brand was a sponsor of Chris Nikic, the first athlete with Down syndrome to complete the Ironman. And with many sports greats known for their jersey numbers, Adidas decided to create the first iconic number to symbolize an entire community of neurodivergent athletes.
It put out a call on social to the world’s major marathons: reserve Bib 321 every year for a neurodivergent athlete who qualifies. The number signifies the three copies of the 21st chromosome that people with Down syndrome have. Within a week, the Boston Marathon responded that it would reserve Bib 321 in perpetuity. Many of the world’s other major marathons (New York, Tokyo, London, Berlin and Chicago) followed suit, despite four of them being sponsored by Adidas competitors. More than 278 athletes, and counting, have signed up to be the next “Runner 321,” and more than 252 races have so far committed to reserving the bib number.
It put out a call on social to the world’s major marathons: reserve Bib 321 every year for a neurodivergent athlete who qualifies. The number signifies the three copies of the 21st chromosome that people with Down syndrome have. Within a week, the Boston Marathon responded that it would reserve Bib 321 in perpetuity. Many of the world’s other major marathons (New York, Tokyo, London, Berlin and Chicago) followed suit, despite four of them being sponsored by Adidas competitors. More than 278 athletes, and counting, have signed up to be the next “Runner 321,” and more than 252 races have so far committed to reserving the bib number.
Credits
Client: AdidasDirector, Brand Communication Sport Footwear and Apparel: Dustin Geddis
NAM Sports Marketing: Hygie Ordono
Director, Brand Communications – Running Footwear: Josie Johnson
Running Footwear: Andrew Lemoncello
Assistant Manager, Digital Publishing: Emily Crueger
Manager Digital Content: Sally Rubey
Senior Manager Digital Content: Rene Hirschbolz
Agency: FCB
CCO: Nancy Crimi-Lamanna
EVP, Global Creative Partner: Danilo Boer
ECDs: Andrew MacPhee, Leo Barbosa, Cuanan Cronwright
ACDs: Sally Fung, Sara Radovanovich
Art Director: Sally Fung
Copywriter: Sara Radovanovich
VP, Managing Director: Ricky Jacobs, Tim Welsh
Account Supervisor: Chris Flynn
VP, General Manager Content – Ian Buck
VP, Content Development – Yotam Dor
Director of Project Management: Emily Mihalek
CSO: Shelley Brown
Sr. Strategist: Audrey Zink
VP Technology – Luiz Costa
UX/UI Tech Specialist - Lara Goldsmith
Chris Miller, Divisional VP Global Brand Strategy & Innovation, Abbott
Chris & Nik Nikic
Production Company: 456 Studios
VP, Integrated Production: Stef Fabich
Director of Broadcast Production: Sarah Michener
Producer: Sarah Michener
Production Company: Suneeva
Director: Jason Van Bruggen
Executive Producer: Geoff Cornish
Postproduction Company: School Editing
Executive Producer: Sarah Brooks
Editor: Lynn Sheehy
Asst Editor: Fiona Alvarez
Colour Facility: Alter Ego
Colourist: Andrew Ross
Colour Assistant: Ebi Agbeyegbe
VFX/Finishing Facility: Alter Ego
On Line Artist: Sebastian Boros
On Line Assistant: Nupur Desai
Producer: Spencer Butt
Audio House: OSO Audio
Executive Producer: Hannah Graham
Producer: Lauren Dobbie
Creative Director: Daenen Bramberger
Engineer: Dylan Groff
Audio House: Citizen Music
Junior Producer: Kai Rizzuto
Head of Production: Molly Young
Creative Director: Tomas Jacobi
Composer: Nico Barry
PR Company: Current Global
CEO: Virginia Devlin
Senior Vice President, Client Experience: Shannon McGovern
Account Director, Client Experience: Sara Koerner