The first of two Entertainment for Sport Grand Prix went to Asics’ Eternal Run, by Edelman and Unit9, representing Edelman’s first Grand Prix win at Cannes. The category is a relatively new one, having been launched in 2019.
The experiential campaign, promoting the brand’s Glideride shoe technology challenged runners to take part in a race without a finish line in the salt flats of Utah. Jury president Ben Hartman, chief client officer international of Octagon, said the jury was “blown away” by the work and even though it was some of the least discussed work in the jury room, jurors had “such strong feelings from a positive perspective” about the campaign.
“It took everyone by surprise,” he added. “The idea is based purely on joy. After the year we’ve just had, it felt like we were all running our own race with no finish line.”
