10 Print Ads, 10 Weeks. Proof that running delivers results
By James Herring on Sunday, January 26, 2025
As the new year rolls around, fitness goals are set with good intentions, but motivation often fizzles out once life gets busy.
Craft Sportswear, teaming up with creative agency Forsman & Bodenfors, wanted to cut through the excuses and show something powerful: the body responds to running much faster than people think.
While everyone knows running is great for long-term health, the immediate benefits often get overlooked.
So, Craft decided to demonstrate how quickly changes happen when you commit to a simple routine.
Enter Emelie, a Swedish student who agreed to take part in their experiment. She ran just once a week for 10 weeks, tracking her progress with a Garmin Fenix 6 smartwatch, which monitored her health and running data 24/7.
Here’s how it worked: after each run, Emelie’s progress was recorded, photos were taken, and a print ad was published in one of Sweden’s largest newspapers.
Over 10 weeks, 10 ads documented her journey, showing her stats, her improvements, and the undeniable results of sticking to a routine.
“It’s not every day you launch a print campaign over 10 weeks, and we were immediately charmed by the idea, which is a unique way to use the print medium. It was also exciting not to know exactly what the results would be, but fortunately, our hypothesis about the immediate effect of running was correct, and each ad proves this in raw numbers,” says Niklas Moberg, Head of Brand Craft Sportswear.
The campaign was a simple yet effective reminder: you don’t need to wait months to see changes.
Credits:
Client: Craft Sportswear
Niklas Moberg, Head of Brand
Daniel Högling, Product & Marketing Director
Nicolas Peyrau, Head of Marketing
Creative Agency: Forsman & Bodenfors
Art Director: Karl Risenfors, Adam Radi, Julia Holtback
Copywriter: Anders Malm
Designer: Jerry Wass
Account Director: Ewa Edlund
Photographer: Rasmus Brandin
Producer: Lea Alexandersson