Thousands of runners will take to the streets of New York this weekend for one of the world’s biggest marathons: the TCS New York City Marathon. In preparation for the big event, Brooklyn-based advertising agency Madwell is pulling out all the stops, including those on the subway, to get people motivated.
Working for client New York Road Runners (NYRR) and its premiere event, the TCS New York City Marathon, the agency has developed a variety of fresh creative, including subway station takeovers at World Trade Center and Fulton Street, featuring the ‘It Will Move You’ campaign, which made its debut last year.
Madwell and NYRR have also unveiled an anthem spot for this year’s race, which features footage of runners from last year’s event and motivating messaging set to the percussion of NYC city sounds.
There is an updated official TCS New York City Marathon Sticker Pack with icons such as the Statue of Liberty, a hot dog cart, and the proverbial Big Apple. The shareable characters will help runners — as well as their family and fans — share every moment leading up to race day. The cheer card section of the TCS New York City Marathon app has been updated to include new stickers and frames, as well. Spectators, friends, and family can create personalized cheer cards for runners that will be displayed digitally on screens along the run course.
“There’s a depth of feeling that makes the marathon what it is. It’s magnetic,” says Chris Sojka, chief creative officer of Madwell. “You can physically see and feel its positive impact on the city. We’re runners ourselves, we’re spectators, we’re New Yorkers, and we’re incredibly proud to be reflecting all that emotion, in all its complex dimension, from as many perspectives as possible, in more and more mediums.”
Rounding it all out is a standalone campaign content hub recently launched to house video, social, and storytelling marathon content. The hub puts a special focus on stories from Team #MovedMe, with testimonials from well-known runners, celebrities, female athletes, and other marathoners with inspiring stories to share.
The campaign will be a part of the live broadcast of the 2018 TCS New York City Marathon on Sunday, November 4, on ABC7 in the New York area and for the rest of the nation on ESPN2. Coverage starts at 7:00am EST.