This Running Brand Hijacked Speed Cameras to Shoot a Guerrilla Ad Campaign

French running store Distance challenged runners to break the new speed limit in Paris

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

After Paris imposed a new citywide speed limit, a local running store decided to demonstrate its rule-breaking approach to fitness by challenging people to outrun the law. 

A speed limit of 18mph (30km/h) came into force across Paris last week, with city officials saying it would increase traffic safety and reduce noise and pollution. A survey found 59% of Parisians were in favor of the measure, while some businesses and motorists opposed it. 

Distance, a boutique running store, jumped on the moment to capture attention and encourage runners to push the limits–but on foot instead of behind the wheel.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in