Los Angeles isn't exactly known for its pedestrian culture (or it is, depending on your definition of the word pedestrian...). The longest walk taken by many Angelinos in a day is from the front door to the car, but for the last 23 years the LA Marathon (now sponsored by Honda) has been getting the city up and running ... gasp!
The print and outdoor campaign for this Sunday's race, along with the 14th annual Acura L.A. Bike Tour, by Rubin, Postaer and Associates (RPA) has eschewed the usual tone of suffering and bodily punishment to instead promote them as fun and inclusive events. Part of that process was enlisting designer Andy Mueller, a creative and art director at Girl Skateboards
and founder of The Quiet Life
. Mueller's whimsical illustration style took the tagline "Run, City, Run" quite literally, with two-legged versions of downtown LA, Griffith Park and Santa Monica.
We spoke with Mueller, as well as RPA copywriter Eric Helin and senior art director Nathan Crow about the campaign.