The marathumb challenge
Production
A cultural introspection
Upon developing a custom app and innovative concept “The Marathumb Challenge,” Saucony and Doner sought a highly collaborative team to bring their integrative campaign to life. Teaming up with partners Wolfgang and Frame48, NativeFour led production for the three-time Cannes Lions shortlisted campaign, which garnered over 1.2B impressions.
Hero spot
The hero spot blends live action with interactive CGI, creating an out-of-this-world feeling and attention-grabbing visual. Emojis and memes clash and collide, leading to the climax of the runner emerging through a shattered phone, bursting CGI elements throughout the scene.
press
Saucony and Doner’s Marathumb Challenge campaign exploded among audiences, receiving recognition from 400+ media outlets across the globe, including a premiere from AdAge.
GLOBAL RECOGNITION
After receiving 1.2B impressions and 739,431 miles run, The Marathumb Challenge campaign was recognized at Cannes Lions International Festival of Creativity, receiving three shortlist acknowledgements.