CHALLENGE:
Promote the new climacool range and encourage runners to go #allin
INSIGHT:
The commute home is now seen as a running opportunity.
EXECUTION:
The destroy store, where we dare commuters to swap their only way home for new climacool kit.
HOW DID IT WORK?
In the days before alternative methods of contactless payments, the idea was to set up a popup destroy store in Central London. Our stunt, gave commuters the opportunity to get their hands on Climacool kit for free. However, there was a catch. They had to destroy their usual way home. The Oyster Card.
Concept: Chris Townsend
Agency: Five by Five