SALOMON RUNNING MANIFESTO

For the 2020 Spring-Summer season, Salomon running wanted to launch a new positioning, with a focus on the sport as a catalyst for emotions. The « Run on emotion » tagline was developed by the ad agency Sid Lee, along with a short voice over script for a video.

My role was to take that voice over and create an actual campaign out of it.

My two key focus were to showcase the global reach of the brand as well as the diversity of the trail running community. I therefore decided to extract 6 key emotions from the script, pairing each with a location and a local / relevant athlete. For the first time in a global brand campaign for Salomon, trail running was represented with authentic POC and a woman of color, practicing in their real training environment.

Over the course of 24 days, Director and DOP Cedric Corroy and myself traveled the world to film runners in Northern Norway, Japan, China, Cape Verde and the US. Each destination provided unique shots for the final campaign edit, as well as short vignettes that could be turned into single social media videos.

We created the content with only 10 weeks between the first brief of the idea to the first showing of the campaign to a global internal audience at the Spring 2020 sales launch.

Overall, the Run on emotion campaign has accumulated over 5 million views, with close to 50K occurrences of the RunOnEmotion hashtag.