Wexley School for Girls recently launched a campaign for Brooks Running called “Carb Happy. Run Happy.” The idea of the campaign plays off Brooks’ tagline “Run Happy”, and is centered on one of the oldest pre-race traditions: carbohydrate loading. It most recently attracted the attention of running enthusiasts at the Scotiabank Toronto Waterfront Marathon, October 14, with a giant 20’x30’ pasta bowl shaped expo booth complete with a 15’ fork suspended above the booth.
The “Carb Happy. Run Happy” booth provides a unique experience for runners. During the day, pasta will be served to help the marathoners prepare for the race. There will also be chances to win prizes like Brooks Runneroni pasta, running shoes, and CDs of running songs performed by an accordion. Runners and their supporters can also have their picture taken running away from the booth’s giant meatball.
“Carbing up is such a huge thing before a race we decided to make it literally a huge thing,” says Ian Cohen, Chief Creative Officer at Wexley.
With interesting elements such as the Italian bowl design and spaghetti shaped noodles with a giant fork on top, Wexley worked with Alexander Exhibits to bring the booth to life. Brooks Running will also have a larger second booth at the marathon expo with retail products including their entire line of footwear.
The “Carb Happy. Run Happy” pasta bowl campaign will continue at other marathon expos throughout North America, including the St. Louis Rock ‘n’ Roll Marathon, The Running Event, and the Boston Marathon. The campaign kicked off at the Chicago Marathon earlier this month.
Agency: Wexley School for Girls
Executive Creative Director: Ian Cohen
Account Supervisor: Beth Burns
Account Coordinator: Josh Brewer
Copywriter: Matt Kappler
Art Director: Ali Sooudi
Designer: Sean Hamilton
Designer: Stevan Chavez
Director of Production: Gabe Hajiani
Producer: Teddy Black
Production Company: Alexander Exhibits