Run for the oceans
Ninetynine and Adidas brought a whale to Milan’s Navigli to raise awareness about ocean preservation and the urgent need to remove plastic waste. Designed to amplify the Run for the Oceans message, the initiative aimed to drive engagement by encouraging people to download a dedicated app and take action.
A powerful integrated communication campaign activated multiple touchpoints to maximize impact: a striking creative installation, a 1 km running loop, and an educational experience hub.
At the heart of Milan’s Darsena, a majestic 30-meter-long whale emerged — an iconic symbol of the fight to protect our oceans. Half-submerged in the urban waterway, the sculpture created a dramatic contrast between the city’s modern landscape and the raw beauty of the marine world.
A custom-designed 1 km running track was set up around the Darsena, where participants experienced an immersive journey through the Ocean Box. This interactive installation allowed runners to explore ocean life while jogging among whales and underwater scenery — a powerful reminder of what’s at stake and the urgency of ocean conservation.
CLIENT
Adidas
DATE
31 May – 6 June 2022
GALLERY
