CLIENT: Dunkin' Donuts
To hijack the 2017 London Marathon, we invented the ‘Marathon Motivator’, a ‘carrot on a stick’ style device that dangles a giant donut in front of the runner wearing it.
To pique interest before the race, we devised a fake back story claiming it was a failed 80’s fitness gizmo. We backed up our story by releasing a fake 1980’s QVC ad online, claiming it had been found in the company’s archive. To make the QVC ad look as authentic as possible, we shot it on film using a retro Sony Betacam SP.
LONDON MARATHON STUNT
Then we then got one of the country’s top marathon runners, Scott Montgomery, to wear the device during the entire 2017 London Marathon, in front of a live audience of millions. He also sported a Dunkin’ Donuts branded outfit bearing the message: #JUSTDONUT