Title | Rule40 |
Agency | Leo Burnett Chicago |
Campaign | Rule40 |
Advertiser | Brooks Running |
Brand | Brooks Running |
Date of First Broadcast/Publication | 2016 / 6 |
Business Sector | Sneakers / Athletic Footwear |
Story | Rule 40 prohibits Olympic athletes (many who live below the poverty line) from promoting their sponsors, wearing their logos or even mentioning them during the Games – making those sponsorships nearly worthless. With Brooks Running, we launched an insurgent, unbranded campaign to allow all athletes and fans to protest the rule. At rule40.com, we launched generic, violation-free sportswear. Daily generic posts adhered to Rule40’s supposed “ownership” of words like “Rio,” “Gold,” or “Games” in a tongue-and-cheek manner, as did up-the-minute generic Olympic recaps during the Games themselves. |
Media Type | Case Study |
Length | |
Production Company | Deluxe’s Beast |
Art Director | Chris von Ende |
Copywriter | Mike Ward |
Copywriter | Meredith Haan |
Chief Creative Officer | Mark Tutssel |
Chief Creative Officer | Britt Nolan |
Creative Director | Chris von Ende |
Creative Director | Mike Ward |
Designer | Alexis Alvarez |
Producer | Lauren Roth |
Agency Producer | Michael Petrucelly |
Agency Producer | Tim Allan |
Editor | Mark Sheridan |
Executive Creative Director | Jon Wyville |
Executive Creative Director | Dave Loew |
Music & Sound Design | Marco Morales |
Photographer | David Emmite |