Paris Athletic Brand Gets Runners to Break the Law and Get Caught on Camera Doing it

Last Monday, a new law was put into practice in France limiting the speed limit for vehicles to just 30km/h (18 mph).  Distance, a boutique running store, decided to take this new speed limit as a challenge. If drivers had to ride under 30km/h not to get fined, could runners actually go faster than them on foot?

On August 31st, a group of runners ran through the streets of Paris at full speed with the sole intention of getting caught by traffic speed cameras and fined. And they managed to achieve this feat. For just one night, they turned into Outlaw Runners and put speed cameras to work. Some of the runners involved were seasoned athletes, such as Lena Kandissounon, 800m champion, and Quentin Malriq, 1500m champion.

Distance then used the actual speed cameras pictures for an outdoor guerrilla campaign. Posters were also displayed in the windows of the Distance store and on social media. The campaign was conceived by ad agency BETC, along with production company Soldat Films.


“This new law got everyone talking in Paris,” said Guillaume Pontier, co-founder of Distance. “We thought it was the perfect opportunity to showcase our store and our vision of running. We believe in a running that is urban, doesn’t obey old traditions, and uses modern codes.”

“We love how this campaign plays with the news,” said Stephane Xiberras, President and Executive Creative Director of BETC. “Normally in advertising, when you want to create a print campaign, you call a photographer. Here, for the first time, the photographer is a robot, and more accurately, a speed camera.”

And in preparation for the Paris Half-Marathon that is taking place this Sunday, September 5th, Distance will set up a speed camera in front of its store during the whole weekend to let anyone test its own speed. Do you have what it takes to become an Outlaw Runner? Only one way to find out.



Campaign: Outlaw Runners
Brand: Distance
Brand Managers: Guillaume Pontier, Lionel Jagorel
Ad Agency: BETC
Agency Managers: Damien Clanet
Executive Creative Director: Stephane Xiberras
Creative Director: Stephan Schwarz
Art Director: Julien Vergne
Copywriter: Alexandre Girod
Assistant Art Director: Mathis Payet
Production Company: Soldat Films
Photographer: Speed Camera MESTA 210C

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