ABOUT

Although Dubai enjoys over 300 days of sunshine a year, the summers are harsh. With temperatures regularly exceeding 50°C, it makes for a very unpleasant experience, even for hardcore runners. To help runners back the freedom of running outside, before the temperatures skyrocket, this campaign addressed this head on. Introducing 'Say hello to 5am.'

Through a full 360 campaign, including a novel instore promotion, runners were invited to get their daily fix by claiming back the streets. All this activity was geared toward directing our audience not only to Nike's new running apparel, but also to join five organised runs, over five weeks at five key locations around the city. After five weeks of training, the end result would be a 5k run.

By getting up earlier, before it’s too hot, before anyone else is around, before any pollution, before any yappy dogs were awake and before they did anything else, they could run.