Opportunity
To promote the launch of their very first, fully wireless ear bud, THE RUN, Jaybird enlisted Camp4 and director Tim Kemple to develop and create a series of launch content, product shorts and Youtube Films that would appeal to runners regardless of their native tongue.
Our approach was to celebrate running through the lens of different running crews around the globe — each different in their background and goals but all connected through the language of running. We traveled to London, NYC, Ethiopia and more, named the series RUN WILD and followed Jaybird athletes Rory Bosio and Knox Robinson on a global journey to discover the unique passion that drives all of us to get out there and run. The different RUN WILD chapters were strategically timed to premiere at venues in the days before large running events (London Marathon, NYC Marathon, Ultra Trail du Mont Blanc, etc) where runners of all abilities could come meet and great the cast and crew.
THE RUN was Jaybird’s best selling launch to date, and Run Wild won several awards, including a Clio for the use of music in a branded content series.
LONDON: Knox Robinson travels to England to meet Charlie Dark—a poet, DJ, and founder of the running and creative community Run Dem Crew—and explore their intertwined passions for running and music on the streets of London.
TOKYO: In a culture that is steeped in the deepest of traditions, Tokyo Japan creates a unique environment for self expression. In our third chapter of the Jaybird RUN WILD series we follow the underground running crew, Athletics Far East, (AFE) through the streets of downtown Tokyo.
AFE proves that in the land where ‘The nail that sticks out get’s hammered down’ action truly speaks louder than words, and running can be that outlet for creative expression.
CHAMONIX: Home to events like UTMB, Mont Blanc Marathon, and more, this small French town is a Mecca for the trail running world.
In chapter 4 of our Run Wild film series, Jaybird athlete Rory Bosio heads to Chamonix to play among the rugged trails, dramatic scenery, and rich history of mountain culture.
NEW YORK: From the outside, being a runner in New York City appears loaded with obstacles and headache — but for some this challenge comes with opportunity. In our fifth chapter of our #RUNWILD series with Jaybird we hit the streets with NYC based run crew BlackRoses to get a taste of urban running at its finest.
Members of Black Roses aren’t in it to be cool or to fit in with the norms of running culture. Instead, they are driven to find ultimate performance because of, the sights, sounds, and challenges of the diverse running environment in New York City.
BEKOJI: In Chapter 6 of Run Wild, Jaybird Athlete Rory Bosio travels to Ethiopia to meet the “Girls Gotta Run” group. The film explores the culture of a small farming village of Bekoji, Ethiopia: where roots run deep in distance running. @Girlsgottarun is dedicated to using Ethiopia’s national sport of running to create safe spaces, expand education and empower young Ethiopian women and their communities. The Girls Gotta Run Foundation is helping young girls create a brighter future through running.
Social Media Reaction
Maker of premium wireless ear buds, Jaybird turned to Camp4 to launch its newest product offerings. From the harsh jungles of Mexico to the dusty, heat of the Utah desert, to the streets of Los Angeles we set out to prove the class leading performance of the most technologically advanced Jaybird’s yet. We dodged cars with Legion in LA, took penalty kicks with Kelly O’Hara in DC and even payed a little HORSE with Jimmy Butler in Miami (Go Heat!). The finished commercials aired on social platforms, Hulu, and You Tube Pre-Roll with significant ad buys.
