Creative Directors: Susan Hoffman, Michael Prieve, Dan Wieden
Creative Director/Copywriter: Bob Moore
Art Director: Robert Nakata
Copywriters: Ernest Lupinacci, Giles Montgomery
Let's be honest here. How do runners feel about their sport?
It's a mixed opinion at best, and Wieden & Kennedy Co-creative Director Bob Moore, who describes himself as a "semi-serious" runner, knows it well.
"It's a love-hate relationship," he says. "I don't have a good time most of the time I'm out there. The best comes later."
So when he tried to come up with a global campaign for Nike's running apparel, he thought about something runners might want to tape onto their refrigerator doors for inspiration.
"We want it to be a celebration of the simplicity of the sport," he says.
The result is a frank and honest assessment of the sport and its devotees. As the copy reads: to the rich, poor, pretty, plain, clever or dull, "ten miles is ten miles is ten miles."
All that's seen in the b&w photo is the back of a man, running along a path that appears to wind off into the horizon.