Moscow is a cold unforgiving city. But for the 92 days that make up summer, a transformation takes place. Small pockets of outstanding beauty spring up across the capital - that most Moskovites are oblivious to.
Rather than creating a campaign to get people to just run, we created a campaign to get them to discover these 92 hidden destinations.
More than a running app, we became a travel agency.
In partnership with The Village, Moscow’s premiere website for culture, we created the Paradise 92 game – challenging runners to visit as many of the 92 destinations they could - from sun rise on June the 1st to sun set on the last day of August.
Each destination was showcased online and profiled by an influencer athlete. A simple installation was created at each location - finishing square - so runners could prove they had visited the location with a foot selfie shared on Instagram and Nike+.