26.2 - NYC Marathon

Challenge
In the world of sports, sponsorships are everything—but women only see 7% of the 30 billion dollar pool.

Solution
The NYC Marathon was approaching, and it seemed the perfect opportunity to make a difference. While most brands sponsor the race—we sponsored the women running.

We invited every woman running the NYC marathon to join Team Milk, where we would support them up with expert tips and advice, a race day cheering section, essential gear, and a chocolate milk recovery station. Milk also matched their registration fee in a donation to Girls on the Run. But we’ll get to all of that. First we had to get the word out.

launch

OOH

We put the call out across New York City, focusing on the most popular training routes. Of all the digital displays, my favorites were these two: a Penn Station takeover and a giant 3D billboard inviting women to join Team Milk. Read more about it on Muse by Clio.

experiential

DIGITAL

WEB

Team

ECD: Geoff Edwards
CD: Andre De Castro
ACD: Ali Eng
AD: Damien Lecocq
CW: Adam Tarchoun