Shanghai is one of the fastest moving, most prosperous cities in the world. Being an athlete here means pushing yourself even harder, which is a tall order. So right before the 2017 Shanghai Marathon, we challenged athletes throughout the city to try and live up to its speed – and be “SHANGHAI FAST.”
As a part of the 360 campaign, 10 massive interactive neon signs activated by motion sensors were installed in the street of Shanghai. The neon only lighted up showing flashed eye-catching messages to runners passing by at a certain speed.
Creative Director: Erwin Federizo
Experiential Director: Marula
Technical Director: Marula
Film & Edit: Leon Yan
Producer: Max Wu
Ad & Cw: Max Pilwat & Arlene Lu
ECD: Ian Toombs & Vivian Yong