Running charges you

The Danske Bank Vilnius Marathon is a well-known event, but after several successful years, participation began to decline. The goal was to attract not only the hardcore runners who never miss a race, but also new people who might see a marathon as something too long, too hard, or simply “not for them.”

Solution

We built the campaign around a powerful runner’s insight on the “second wind” phenomenon - that at a certain breaking point, exhaustion suddenly turns into an unexpected burst of energy. Ironically, the marathon doesn’t drain you - it fuels you. With this twist, we invited everyone to get charged up. Pun absolutely intended.