Distance used the speed camera pictures in an outdoor guerrilla campaign called Outlaw Runners, displaying the black-and-white images on social media and in its store windows.
Guillaume Pontier, co-founder of Distance, said in a press release: ‘This new law got everyone talking in Paris. 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.’
Stephane Xiberras, president and executive creative director of BETC, said, ‘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.’
The running brand also installed its own speed camera outside its store during the weekend of the 2021 Paris Half Marathon (Sunday 5 September), issuing a challenge to runners to push their boundaries and test their speed.
