VCCP Trades Kilometres for Goodies to Inspire Women Runners for Nike

VCCP asked women in Berlin to trade their collected Nike+ running miles for healthy raw snacks at a travelling health truck. The agency created its own moving food truck where you could trade kilometres for drinks, food and goodies. The treats were prepared by the fabulous Lisa Müller, known for the best raw food in town. The food truck travelled through the city in collaboration with different markets over the course of several weeks. The markets posted on their social media about the truck, inviting runners, explaining how it works and promoting WRS. Every post was linked to nike.com, where they could sign up for the run.

VCCP also invited bloggers and influencers to the run, and worked with the WRS girls to help spread the word of the truck and to challenge the girls out there. The agency informed the crowd with wild postings in hyperlocal areas. VCCP developed the concept, designed the food truck and the packaging as well as wild postings to create awareness for the Nike Womens’ Race in Berlin.