Moving Words
Liberty Mutual was main sponsor of the Chicago Marathon. As a top US car insurance brand, they wanted to show how important support is on the road. To do that in a much more meaningful way, we created a whole new kind of encouragement, turning runners' race data into a real-time social media dialogue with their family and friends. My partner and I created Moving Words, navigating a very technical production and documenting two marathon runners in the process. The work was awarded a Cannes Innovation Lion for creative use of social data, the brand and the agency’s first Innovation Lion ever.
Creating the Tones
Runners could choose from three different voices for their social posts. That meant creating a recognisable and relatable tone for each. I worked on defining the tones and writing over 600 variations. That included multiple options for each voice, distance checkpoint and performance level gathered from race data. Below are a few samples.
Just Trying to Finish
Here to Enjoy the Run
Running for the Glory
