Goals and objectives
During Covid-19, there was tremendous growth in running. To reach an audience with a wide range of experience and knowledge about running, Vox Creative took inspiration from Vox.com’s hugely successful Explainer franchise, exemplified by Netflix’s Explained and top-ranked podcast Today, Explained. The goal was to explore running in-depth in hopes of discovering surprising angles that would leave audiences with clear takeaways, going far beyond product reviews or celebrity endorsements. To that end, we asked big questions: How have humans evolved for running? What happens in our brains when we run? Is running an inclusive activity? As part of the “On Running Campaign,” Vox Creative produced a three-part video series that feeds the runners of the world with the insights they crave, using athletes and experts to dive deep into the story. These captivating videos go beyond the product itself and thoughtfully explain the meaning behind running and drove massive awareness and engagement among the broad target audience.