Martin London provided one runner at 2017’s London Marathon with extra motivation to get to the finish line.
Scott Montgomery from Liverpool ran the London Marathon with a hilarious ‘carrot and stick style’ Dunkin’ Donuts headgear set – the ‘Marathon Motivator’ – that dangled a giant tempting donut just 18 inches from his face.
He also wore a Dunkin’ Donut’s branded outfit alongside the message ‘Just Donut’.
Dunkin’ Donuts provided Montgomery with £2000 towards his chosen charity, Children with Cancer UK.
The Dunkin’ Donuts headgear was promoted on social media before the event with a film and print ads that mimicked 1980’s US home shopping TV, giving the hat a comical backstory that claimed it was a failed 1980’s invention. The ‘official’ line from Dunkin’ Donuts was that they had re-discovered the film in their archives and were resurrecting it for the London Marathon 2017 in order to raise money for a good cause.
The London Marathon is the biggest public spectacle of the year with 800,000 people lining the streets of the capital and the event being beamed to 196 countries.
Montgomery wore the hat to show how a delicious Dunkin’ Donut can provide extra motivation as part of his quest to run 2017 miles in multiple marathons throughout this year to provide money for the charity, which supports children living with cancer.
Daniel Fisher, executive creative director at Martin London said, “The London Marathon is a fun event, Dunkin’ is a fun brand, and The Martin Agency is all about weird shaped ideas, so this felt like the perfect way to get involved.”
Credits:
Agency: Martin London
ECD: Daniel Fisher
Creative Director: Mark Nicholson
Copywriters: Lloyd Daniel, Chris Martin
Art Directors: Soren Birk, Jesse Mitchell
Designer: Jonty Harbinson
Account Directors: Stephanie Hobart, Tom Woods
Producer: Christian Gill
Production Co: Odelay Films
Director: Richard Hunter
Source: Martin London
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