Zappos
— CONCEPT & CAMPAIGN STRATEGY —
The team at Zappos wanted to create an inclusive, energetic campaign that would serve as an invitation to all types of bodies to become runners.
The work included a visit into wide realm of running. We filled the initiative with diverse personalities from varied backgrounds to showcase the breadth of the community.
The campaign language needed to feel bright, inviting, and knowledgable. We wanted to speak in a way that gave us credibility to our community while still appealing to newbies.
Working on the voiceover script copy, the goal was to capture the energy and joy that was a runner’s high and translate that into an invitation to get moving.
