Tidal Run Club
A night-running movement that turned a city’s streets into a stage.
Client
Tidal
Year
2023
Discipline
Campaign
Services
Campaign, Social, Film
The brief
Tidal wanted to grow a running club into a cultural movement — without the fitness clichés of sweat, struggle and slogans.
Our approach
We reframed running as nightlife. A campaign shot entirely after dark, a reflective visual identity that only reveals itself under headlights, and weekly routes dropped like secret gigs.
The outcome
Membership grew from 300 to 12,000 in a single season, and the campaign was shortlisted at Cannes Lions.
12K
Members
340%
Organic reach
1
Cannes shortlist
