Last Monday, a new law was put into practice in France limiting the speed limit for vehicles to just 30km/h (18 mp/h) within the city of Paris and speed cameras were adjusted to catch those breaking the rules.
BETC and boutique running store, Distance, took on this new speed limit as a challenge. If drivers had to ride under 30kmph not to get fined, could runners actually go faster than them by foot?
On August 31, a group of runners ran through the streets of Paris at full speed with the sole intention of getting caught by the speed cameras and fined. They were. For just one night, they turned into outlaw runners and put speed cameras to work. Some of the runners involved such as Lena Kandissounon, 800m champion, and Quentin Malriq, 1500m champion, were seasoned athletes.
The partners then used the actual speed camera pictures for an outdoor guerrilla campaign. Posters were also displayed in the windows of the Distance store and on social media.
Guillaume Pontier, co-founder of Distance, commented, “This new law got everyone talking in Paris. We thought it was the perfect opportunity to showcase our store and our vision of running. We believe in a running that is urban, doesn’t obey old traditions and uses modern codes.”
Stephane Xiberras, president and executive creative director of BETC, added, “We love how this campaign plays with the news. Normally in advertising, when you want to create a print campaign, you call a photographer. Here, for the first time, the photographer is a robot, and more accurately, a speed camera.”
In preparation for the Paris Half-Marathon that is taking place on Sunday, September 5, Distance also set up a speed camera in front of its store during the whole weekend to let anyone test their own speed.
Client Team: Guillaume Pontier & Lionel Jagorel
Ad Agency: BETC
Executive Creative Director: Stephane Xiberras
Creative Director: Stephan Schwarz
Art Director: Julien Vergne
Copywriter: Alexandre Girod
Assistant Art Director: Mathis Payet
Account Management: Damien Clanet
Production Company: Soldat Films
Photographer: Speed Camera MESTA 210C