On Sunday, November 3rd, when the 54th annual TCSNYC Marathon commenced, it was not only the second year that YARD NYC has partnered with the NYRR organisation to develop and create the omnichannel campaign, but it also marks the second year that several YARD team members will run the 26.2 miles themselves, driven by their emotional connection to the work and organisational mission of NYRR.
When NYRR came to YARD looking to reinvigorate their creative platform, the team realised that the current platform, It Will Move You, wasn’t the problem, it just wasn’t fully realised…yet. Rather than clear the slate and create something new (which most agencies would do), YARD embraced the line and expanded the potential into something much larger. The communication had focused mostly on the runners, but it was missing the impact of the marathon as a whole because the NYC Marathon is much more than the 50,000+ people running. It’s the one day that the city that never sleeps shuts down the rat race for the big race. We exchange traffic jams for goosebumps, and strangers give each other high fives. Runners and spectators from all over the world converge in NYC to celebrate the event, the athletes, the community, and the city itself – a testament to the promise of NYC as the true global melting pot of humanity.
