G-SHOCK x Monster Children
Running Collection
Brief
G-SHOCK looked to Monster Children to promote their new running watches in an authentic way to an audience interested in both running and art. The overall ask was to produce meaningful content for an audience that isn’t interested in traditional “sports” or “performance” products and doesn’t necessarily want to be sold to.
The Work
Monster Children produced two films and features. Our film Run The Night features BlackList LA, a Los-Angeles based nonprofit that organizes its runs around local street art as a means to educate its members on the LA art scene. We chose to highlight artist JC Ro’s Kobe Bryant mural as the destination for the run and also featured the artist as the subject of our Studio Visit video.
Results
The campaign was highly successful, generating over 1m impressions by placing 100% SOV advertising alongside branded content initiatives that strayed from the sports-based storytelling of G-SHOCK’s competitors.
