As the New York City Marathon reached its 50th year, the race’s organizers, New York Road Runners (NYRR) came to us looking for a campaign that would reflect upon the marathon’s past, celebrate the present, and build excitement for the future.

Our campaign, Still We Run™, was built on the insight that a million unique journeys have all unfolded along the same course. Each piece of the campaign creative was to serve a window into the powerful personal stories, cultural movements, and defining moments that have shaped the marathon’s rich history.

A Pandemic Break

In 2020, history took an unexpected turn. As the pandemic forced a global pause, the Marathon was cancelled. The following year, as the world began to re-open, we revisited the campaign to reflect on the current state of the world, keeping the same creative insight, but tailored to the zeitgeist of a post-pandemic world. The campaign took a new tag line: 50 Years Running.