Brooks Running - "Rule40"

Leo Burnett Chicago

Leo Burnett Chicago Chicago, United States

7757

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	146 seconds
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