Wild - the hackney half Campaign
This campaign was created for Wild, using the Hackney Half Marathon as a natural setting to promote its deodorant products to an active, fitness focused audience. The concept centred around a simple truth: when people run, train and take on endurance events like a half marathon, they sweat and Wild becomes part of helping them feel fresh, confident and prepared throughout the experience.
We created two campaign assets for Wild, each using the energy of the Hackney Half Marathon to show the product in a relevant and authentic way. By placing Wild within the world of running, movement and ‘race’ day preparation, the content connected the brand to a real need while keeping the campaign social first, engaging and easy for the audience to relate to. We’ve broken down each asset below.
1. Hero photos
For this part of the Wild campaign, we placed a large branded banner on the balcony of a building positioned along the first mile of the Hackney Half Marathon route. The aim was to create a bold, unexpected brand moment that runners would naturally pass during the race, using the scale of the banner and the humour of the Wild statement to connect directly with the energy of the event.
We captured the asset with real runners moving through the foreground, keeping the moment authentic to race day rather than overly staged. By framing the runners against the Wild banner in the background, the content linked the product to sweat, movement and endurance in a way that felt natural, memorable and relevant to the audience taking part in the Hackney Half.
2. HERO Video
For the hero video, we created a light hearted pit stop concept for Wild at the Hackney Half Marathon, turning a familiar race day moment into a fun and memorable branded asset. The idea was originally pitched by Wild, and our focus was to bring their vision to life as closely as possible, keeping the tone playful, energetic and relevant to the marathon environment while making the product feel naturally part of the moment.
The video used the idea of runners needing a quick refresh during the race, positioning Wild as the product that helps people stay fresh, confident and ready to keep moving. By building the scene around humour, movement and the atmosphere of the Hackney Half, the hero asset gave the campaign a strong social first centrepiece that felt entertaining, brand led and easy for Wild’s audience to engage with.
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