Tag

Insight

We learn to play from a young age and despite growing older, it remains an important part of a meaningful life.

Idea

Turn a whole city into a game of tag.

Execution

A film where a whole city gets absorbed into a game of tag.

Notes

Not only did this ad win a Grand Prix, it changed sports advertising forever, taking what had been primarily a performance sports brand and giving it a fun, inclusive attitude, inspiring ordinary athletes and encouraging them to define what their game is.