Moving Words
Liberty Mutual was the main sponsor of the Chicago Marathon. As a top US car insurance brand, they wanted to show how important support is on the road. To do that in a more meaningful way, we created a whole new kind of encouragement, turning runners’ race data into a real-time social media dialogue with their family and friends. My partner and I created ‘Moving Words’, navigating a highly technical production and documenting two marathon runners in the process. The work was awarded a Cannes Innovation Lion for creative use of social data — the brand’s and the agency’s first Innovation Lion ever.
Creating the Tones
Runners could choose from three different voices for their social posts. That meant creating a recognisable and relatable tone for each. I worked on defining the tones and writing over 600 variations. That included multiple options for each voice, distance checkpoint and performance level, all gathered from race data. Below are a few samples.
Just Trying to Finish
Here to Enjoy the Run
Running for the Glory
