CLIENT
Standard Chartered Bank

DISCIPLINE
Event Identity
Art Direction

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AWARDS
Platinum
Muse Awards
Bronze
Indigo Awards

Standard Chartered Singapore Marathon:
’Ours To Run’ #SCSM

Adopting a bold styling and typography that resonate with the younger audiences, the event drew tens of thousands of athletes from 127 countries, pursuing their passion for running as one.

To unite and give tribute to the community of runners, we developed the concept of “Ours To Run” to deepen the bond.

While it is hailed as the marathon of the year, the campaign aims to increase participation rate especially appealing to runners staying on the sidelines. To unite and give acknowledgement to the community of runners, we developed the concept of “Ours To Run” to deepen the bond and reach out to other runners to join the tribe. The idea is to shift the mindset of a marathon being overwhelmingly unachievable, reserved only for hardcore athletes to a personal journey of overcoming obstacles under the support of similar like-minded runners.  

One of the key highlights of SCSM is the marathon route that takes runners across Singapore’s iconic skyline. The key visual were created to express the skyline in a more physics defying, Inception-inspired execution that is refreshing and dynamic.

Along with a dozen sub-visuals, we developed a comprehensive visualscape linked by bold styling and typography to give energy and invigorate the event across 6 months leading to the actual run. These are adapted across a wide range of media from OOH, to print, to below-the-line to digital and social media.

On top of the main key visuals, a series of more than 10 sub-visuals were developed to be adapted across a wide range of media from OOH, to print, to below-the-line to digital and social media.

100 PLUS X SCSM: Visuals were expanded to 100 PLUS drink cans, the official beverage for the run. And also for use in 6-sheet posters, bus-shelters that is near the designated running route locations, MRT light boxes and buses wrap to gain a wider exposure for the run.

Post Run Ad

Be prepared to #takeoverthecity for the upcoming Standard Chartered Race.

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