OLD MUTUAL 2 OCEANS MARATHON
 

Art Director: Nivedhna Manidutt
Writer: Nerine Gardner
Creative Director: Tian van den Heever

Photographer: Steve Tanchel

 

The Old Mutual 2 Oceans Marathon is an annual event known globally as "the world's most beautiful marathon".

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The brief was to entice participants taking part in the marathon to contribute to the Bob’s for Good foundation. This foundation purchases new school shoes for children who cannot afford them. Most of them wake up as early as 4am and walk long distances to school barefoot. 

 

The campaign spoke to participants in a way that made them realise that these children have the same mental strength as them. Both, participants training for the marathon, and the children who wake up early to go to school, must have the same mental strength to wake up, brave the cold, keep going and constantly remind themselves that a bigger reward awaits them.

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The Art Direction depicted the children like epic sports heroes. They posed proudly like them and we lit and styled them with glistening beads of sweat to further link the similarities between the runners and these children.