To stimulate youngsters to run, we developed a campaign for Nike based on the addiction universe.
We started teasing young adults by spreading the hashtag #goodstuff with a phone number at nightclubs, pubs and on the internet.
Dialing the number would connect them with a "drug dealer" who told them that really “good stuff” was on its way.
The "good stuff" was launched a week later. All the campaign material was based on the addiction and side effects that running can cause.