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Concept: Runners head games. Mental fuel extracted from their surroundings is a common way for runners to push themselves.

“Buried”
When exhaustion gets tired.
When agony doubles over in pain.
When defeat waves a white flag.
I will still be out here.
Running.

I am what I am
Rbk

“Gust”
Sometimes the wind is against me.
I breathe it only because I have to.
I suck it in and spit it out cursing.
But today we’re going the same way.
And it’s everything I can do
To stay on the ground.

I am what I am
Rbk

“T-Rex”
He’s got me on stride.
He’s got me on speed.
His jaws could crush a hatchback.
So he’s got that too.
But I’m tenacious.
And I’m pretty sure
I got him on distance.

I am what I am
Rbk

“Shark”
I hunt runners for sport.
I chase them with grim persistence.
I hear their failing steps and smile.
I am the shark the other sharks fear.

I am what I am
Rbk

Agency: mcgarrybowen, New York
Creative Directors: Lew Willig, Mark Koelfgen
Art Director: Lew Willig
Copy Writer: Mark Koelfgen
Photographer: Kai Uwe Gundlach

Body copy: Choose your track

Agency: AlmapBBDO, Brazil
Creative Director: Luiz Sanches
Art Director: Guilherme Nobrega, Pedro Izique
Photographer: Fernando Nalo

Body copy: Fight sleep for 24/7 fun.
SHS. Clothes for good habits.

Agency: JWT, Paris, France
Copywriter: Luissandro Del Gobbo
Art director: Giovanni Settesoldi
Photographer: Riccardo Bagnoli
Retoucher: Claudio Luparelli