get more from running
For Zalando’s sponsorship of the 2025 Berlin Marathon, we created a campaign that celebrates what running gives back. Instead of focusing on the effort, we highlighted runner’s “mores”—from relationships and resilience to self-discovery and confidence. Through storytelling led by seven influential runners, the campaign redefined the narrative of why people run, brought to life through films, OOH, a concept store experience, a marathon cheer zone, brand partnerships, and Strava challenges.
Directed by Francis Plummer, Photography by Wendy Huynh
In the week leading up to the Berlin Marathon, OOH’s across the city showed our seven runners and their unique “mores”—the personal reasons they run. Stills played a central role in the campaign, extending across all parts of the campaign. Each image was designed as a mini-narrative, going beyond traditional running action shots to feel distinctive and character-driven.
