London Marathon 2026 Campaign
This campaign was created for The Night Club, a London based run club led by Lily Lifts, with a focus on supporting women training for the London Marathon 2026. The project highlighted both the importance and the dangers of female runners training in London at night, while positioning group running as a safer, more empowering way to prepare for race day.
We created three campaign assets designed to raise awareness, build community and encourage more women to train together rather than alone with the addition of girls being supported by each other on race day with a designated cheer zone at mile 24. Each piece had a clear purpose within the wider campaign, from building anticipation to delivering the main message and creating social first content that could continue the conversation online. We’ve broken down each asset below.
1. Teaser Video
For this London Marathon campaign, we created a teaser video to build anticipation ahead of the main film release and give the audience an early glimpse into the energy, emotion and scale of the project. Rather than releasing the full story straight away, the teaser acts as the first spark, introducing the campaign visually, creating intrigue and giving followers something to connect with before the next piece is revealed.
For this specific teaser video, we wanted to show the dangers that women have to experience when running alone in London. We wanted to show this by filming the runner starting in the dark and as she turns around she plunges into a dark alley way to show the isolation.
Teaser content is a powerful way to warm up an existing audience, especially when a brand or creator already has a strong following. By releasing short, engaging previews before the main film, you give people a reason to start talking, sharing and looking forward to what’s coming next. This helps build momentum around the campaign, making the final release feel bigger, more anticipated and more impactful.
2. Annoucement Video
The announcement video was built around a simple but powerful visual idea: a female runner begins alone, with the camera following her legs as she moves through the city at night. As the shot pans up, more women begin to surround her and run alongside her, turning what starts as an isolated moment into a symbol of solidarity, safety and unity.
The aim was to show the strength of the run club community and how running together can help women feel more supported while training for the London Marathon 2026.
Visually, we kept the wider environment slightly bland, muted and bleak to reflect the feeling of danger and uncertainty that can come with running alone at night. In contrast, the women were kept brighter, more colourful and more visually alive, with the pink tones of The Night Club brand helping them stand out as the focus of the edit. This contrast allowed the runners to feel like the energy, hope and safety within the frame, while the background represented the outside world they are moving through together.
3. London Marathon Video
The final asset announced that The Night Club would be cheering on runners at mile 24 of the London Marathon, bringing the campaign to its most emotional and uplifting point. The edit contrasts a female runner on race day, surrounded by the support and energy of her run club, with moments of her training alone in the dark. By cutting between the two, the video shows the full journey. The quiet, difficult miles completed at night and the powerful moment where that work is recognised on marathon day.
This asset helped tie the wider campaign together by turning the message of safety, solidarity and community into a race-day moment of celebration. Mile 24 is a stage where runners are deep into the challenge and need support more than ever, so positioning The Night Club there gave the campaign a clear emotional purpose. It showed that the run club is not only there for training, but for the moments that matter most, reminding runners that even after the lonely miles, they are not finishing alone.
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