As a concept the religious element of confession was a metaphor for this campaign. We often live in sin. Running makes us pure again.
Copy:
EXHAUSTION:
My "to do" list is practically a novel.
I need to recharge more often than my mobile phone.
I fell in love with my screensaver.
Stress is in control of my life.
I dial zero for an external line from home.
I can’t remember how silence sounds.
SEEK RESURRECTIONTEMPTATION:
I over sleep in the morning.
I can’t resist chocolate ice cream.
I pretend I don’t have time.
I can’t remember how morning air feels.
I take the bus for three stops everyday.
I make bad weather an excuse.
SEEK REDEMPTION
Project: women’s running campaign, Germany. Print ads, inserts, Nike Town, outdoor.