Nike wanted us to encourage as many girls as possible to start training and take part in the 10K Women’s Race Series. Based on Berlin’s healthy food scene, we developed a simple idea: a food menu working with kilometres as payment. Runnrs could trade their run for tasty treats by showing the miles they’ve collected with the Nike+ app to the counter of our food truck. The more they ran, the more they got.

Agency: VCCP Berlin
Creative Direction: Sebastian Oehme
Copy: David Kauder
Art DIrection: Anne Mills Coté, Marian Paul
Design: Lisa Krack, Marian Paul