The Reykjavik Marathon
Make way, your way
About the project
The Reykjavik Marathon has become a staple of the Icelandic summer and on the 40th anniversary of this event, it was an ideal moment to look back in time. A lot has changed in the four decades since the first run, both in society and at the event itself. With the advent of pledge fundraising, the marathon has become a platform for runners to move mountains. One of the larger changes in the marathon was when Fríða Bjarnadóttir became the first Icelandic woman to take part in the run. Her story became the inspiration for the campaign which we call the First Run and is an ode to all the "first steps" taken in the 40 year old history of the event.
Goal
With the idea of the "first steps" we wanted to let people think of all the reasons behind participating in the event. Whether we're runners or supporters, we all participate in our own way and every run is unique. For those of us who are running the marathon for the first time, from where does that idea spring from? Where does the decision to participate in this particular run come from, whether it's the first or the tenth time, and why do people decide to pledge funds to a particular organization? Behind every answer lies a story that we wanted to demonstrate in this campaign.
Idea
The first steps towards improvement can be difficult, but it's usually accompanied with hope and joy. In the commercial we see images of moments we have all experienced or heard of during the long history of the Reykjavik Marathon. Some of us run for others, others run for themselves, yet others don't run, but take part in different ways.
Conclusion
The first steps are as different as they are many. The marathon is an event where we come together and head toward the same goal, each of us for our own reason.
"I was the first Icelandic woman to run a full marathon in Iceland."
Pre-campaign
It's not a big deal in today's world that a woman would run a marathon, but when Fríða Bjarnadóttir was the first one to do it 40 years ago, it was almost unheard of.
Campaign
During the 40 year history of the marathon, you will find a myriad of stories and victories that are intertwined with societal changes. Each and every run is unique and we all participate in our own way. We want to highlight all the leaps forward that have been taken in the last 40 years and the importance of taking part – your way.
"Fortunately, many things have changed in these 40 years and many steps have been taken forward since then".
Radio
The radio ads of the campaign were in a similar vein as the voice-over of the TV ads. However, there was room to expand the copy and highlight more stories.
Next project
@ Hér&Nú 2025
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Vsk. nr. 22731