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Summers in Dubai are harsh. With temperatures regularly exceeding 50°C, it makes for a very unpleasant experience if you want to go for a run, even for hardcore runners. To get people out running again, this campaign introduced 'Say hello to 5 am.' In a 360 campaign, including an in-store promotion, runners were invited to get their daily fix by getting up earlier, before it gets too hot. This activity directed our audience not only to Nike's new running apparel, but to join organised runs over five weeks around the city. After five weeks of training, the end result would be a 5k run.