Insight: Young urban males are facing a knife crime epidemic. Adidas is a popular brand amongst young people who are affected by the issue. Some local authorities have sponsored knife amnesties which have proved successful by providing bins and info about local youth clubs and activities. 

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Brief: Inspiring young men to take up running instead of killing each other, using street slang

(hardware=weapon, blood=brother).

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Media: Print - YouTube video/cinema - online info/website - stickers

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Visual: 

A young hooded man running in various urban settings seen from the back. We can't identify his race.

The lines of the ad appear printed on each frame. [print - film]

[film contines] A multiracial group of young men are facing us waiting, looking tense.

They get on their feet from a low wall where they're sitting as soon as the runner appears. 

We expect a confrontation.

Instead, they welcome the runner as their friend.

Last frame: RUN FOR YOUR LIFE #binurblade [adidas logo]

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Sponsoring: bin collecting knives under an amnesty scheme in conjunction with local authorities and the MET. Offering online information about local youth clubs, sports club and facilities, and advice about taking up running via #binurblade

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Social: AR campaign where a themed trail is set up with milestones to reach under a certain time. The milestones can be where a famous person has lived or an important event has taken place for example. Each time you click on your phone you get £ off as you go until you reach a certain amount at the end of the trail. Then you can redeem your coupon at a participating retailer.