Highly Commended

Media

Mindshare Turkey

Nike

Human Race

Mindshare Turkey were tasked with promoting the Nike Human Race in Istanbul - a city with a nonexistent running culture. Celebrities, columnists and even government spokesmen were drafted into the ensuing campaign, which delivered an inspirational and motivational message. Eventually, some 10,000 people ran the race, 860,000 others visited the Nike website, and lots of running shoes were sold. A win-win situation.