Runners World & Active Things

Keeping up momentum for a new breed of runners

About the project
About the project

30% of UK adults introduced running into their lives during the 2020 lockdown, with 8 out of 10 (81%) saying they’ll try to continue with their new exercise regime once life returns to a ‘new normal’.

RunSome, the brainchild of fit-tech startup Active Things and publishing house Runner’s World, seeks to keep this momentum going and inspire more people to run some everyday journeys – reducing car travel and increasing the health of the nation.

Runsome grid
The idea
Getting people moving
Getting people moving

A call to arms and legs

Running is an efficient mode of urban transport–it’s cheap, it’s typically twice as fast as walking, and sometimes faster than driving in congested cities.

If the UK’s 11 million runners ran just one or two everyday journeys a week rather than drove them, the combined effects on the environment and mental health would be huge.

The idea

Embracing the graphic language of the city

Compared to biking and driving, running is an invisible activity within the urban environment. Our brand sought to reappropriate the graphic language of movement, from road signs to lane lines, and carve a presence for running that made it unmissable to the eye.

A call to arms and legs
Runsome mood boardRunsome logo
The rollout
The identity
The identity

The journey line

This thinking led us to the core creative thought – the journey line. Inspired by urban markings, it connects people and locations. Its scale and shape adapts to however you want to move. A to B or around the houses. Up hills and down dales. Slow or fast, it doesn’t matter. But always moving and bursting with energy.

The rollout

Socially conscious

To bring the RunSome campaign to the masses Runner’s World and Active Things wanted a brand that could easily flex across social media, capturing the pace and energy that would inspire the imagination and make running visible and accessible.

Runsome journey line
A call to arms and legs repeat
Runsome screens on mobile
The results
The website
The website

A hub of inspiration

Campaign activity focused around the RunSome online hub – a rich home for partners and running enthusiasts to learn the latest campaign news, and get inspired from new running resources and connect with one another across social media.

The results

Keeping up momentum

One year on, RunSome has attracted huge media reach.

7.75M online impressions
8.26M podcast plays
1.25M social views

Runsome content library
Runsome billboard