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The Routine Effect

10 print ads, 10 weeks in a row to show the immediate effect of a running routine

The long-term effects of running on your physical and mental health have been proven many times, but few realize how much it can affect you, even when you’re just starting out. So we decided to launch an experiment. 

Emelie committed to start running once a week, during 10 weeks straight, while having her health and running data being monitored 24/7. Immediately after each run, we photographed her, added her data, and ran a print ad in one of Swedens biggest newspaper. 10 ads, for 10 weeks where you could follow the experiment in real time, and see how she lowered her stress levels, resting heart rate and increased her average pace per kilometer. 

From the first ad being a motivational message to get started, to the last one showing the result of the entire 10 week routine. A clear reminder of the positive impact of running, even if just for ten weeks.

“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.”


Niklas Moberg, Head of Brand Craft Sportswear

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