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1、Beijing MarathonAdvertising UpdateSep.7, 2005Communication ObjectivenDemonstrate Nikes point-of view that running should not be boring especially with the rest of BeijingNike POVThe Beijing marathon is a party with 27,000 peopleSingle Minded ResponseNike made the running day funThe CreativeBeijing I
2、ndulge in the funIdeaWhatever desires you had been refrained from, can be abreacted today.Theme Line北京 撒欢儿*Beijing, Indulge in fun*撒欢儿 is a colloquial Beijing expression.It describes the frantic joy of someone indulging in great funAn offering to the stressful Beijngers who have been repressed from
3、enjoyment in their hectic daily routinesThe LogoBeijing, Indulge in the joyHave always been Finally I can Trishaw Puller Niu Yong GuicatsDigitalnManifesto board to encourage target to break out with a wish they have been suppressed from: “Have always been Finally I can”nStress Relief Running GameNewspaper Special BuynBeijing Morning PostRoll-up newspaper in baton lookSymbolize getting baton onto hands of Beijingers to run join the fun of MarathonRadionRadio broadcast during event day, and on radio programs
