The Department, an Immersive Agency, were challenged by ASICS to get Londoners off the train and into their trainers. This summer they launched the #IMOVELONDON campaign alongside the IAAF World Championships.
The Department were required to create a stimulating activation encouraging Londoners to choose being active over their daily commutes. As well as demonstrating the benefits of getting outside and exercising as part of their everyday routine.
#IMOVELONDON – Run the Tube
As a result the Run the Tube experience was created. This consisted of a multi-sensory art installation built from 20 LED hoops, each measuring 3.3m high. Altogether this stretched out for over 85 metres. To create show-stopping effects the light patterns were programmed to sync with dawn and dusk soundtracks specially composed for #IMOVELONDON.
#IMOVELONDON was first launched in Waterloo at a VIP event for 250 press, sports inspirations as well as influencers. The guest list included Lord Sebastian Coe and world champion athletes Lolo Jones, Libby Clegg and Dwight Phillips. Entertainment was provided by LED Hula Hoopers, Roller Skaters and Gymnasts.
The installation then moved to the Queen Elizabeth Olympic Park from August 4-7th while the IAAF World Championships were taking place. From here, its final location was Clapham Common from August 7-10th.
To showcase a bold and visually striking installation in unlikely locations the three locations were carefully hand-picked . In each location ASICS has curated a series of free workout sessions for the public, aiming to show how you can turn your city into a gym.
“Run The Tube is truly immersive in that it really shifts what it’s like to run through a park, or railway tunnel, and creates this visually stunning and mentally elevating experience. From the entrancing soundtrack by Des Lambert, to Burning Man artist Rob Jensen‘s programming skills, as well as the technical prowess of capture video director Mark Arrigo, plus the Department’s own John Burtt and producer Venetia Harpin – all of whom have been integral to its success. It’s been brilliant to work with ASICs in delivering such a bold and multifaceted concept.” – Creative Director Hamish Jenkinson, The Department
In conclusion, read more about the celebration of movement here.