District x Adidas Run Clubs

NEVER LOST

An anthem celebrating the urban running and exploration movement.

#BrandStories

#SocialContent

#InfluencerContent

+Brief

How can District celebrate the urban running movement and strengthen its awareness within the communities through brand storytelling?

+Strategy

District, an app that gamifies urban exploration created ‘Never Lost’, a summit bringing together Adidas and city run clubs from around the world to share their experiences and test the District app in Hong Kong over 5 days. District’s goal was to give the run clubs a great experience using District so that they would introduce the app to communities in their cities. With an itinerary of events set up for them during the summit, our strategy was to produce a candid, stylish, action-driven documentary of the 5-day urban exploring experience, giving District and the run clubs a memorable piece of film content to share far and wide.

TSESER Website cover Never Lost.001.jpeg

+Solution

Our creative direction was to create an anthemic, manifesto film about the urban running movement voiced by people in the run clubs from each country.

Our concept was to follow the run crew members over 5 days and shoot a candid, observational film that captured the intense action, good times, deep moments of sharing and the bonding of the groups.

Separately, we asked run crew members to send us intimate voice diaries throughout their journey answering questions that we angled to craft the narrative into something cohesive and powerful aligning with the District brand and run club spirit.

Content for the campaign included a 4-minute documentary presented by District; several short trailers and still photography for social media promotion.