Marathon runners watch RWC final thanks to Les Mills and TBWA’s ELEVEN


Running a marathon is hard enough, let alone while everyone else is watching the final of our biggest sporting event.
So Les Mills and TBWA’s public relations arm, Eleven helped rectify the scheduling clash by streaming the final LIVE from devices attached to the backs of runners.

“We knew the All Blacks were going to make (and win) the final, so we looked at the clash as a prime opportunity for a brand like Les Mills, who let nothing get in their way,” says Christy Peacock, TBWA Executive Creative Director.
“We are absolutely passionate about fitness and the All Blacks so we thought this was a great solution,” says sports enthusiast Guy Needham, Head of Marketing and Sales for Les Mills.

Runners, who were pulled away from the big screens in Devonport to start the marathon, were thrilled to be able to keep watching the game. But only if they could keep up with the Les Mills runners.

Olivia Dixon & Sergey Brazhnikov from Les Mills volunteered to run the marathon at late notice when they heard what they would be doing.

“I’m still buzzing from the experience! I would do it again in a heartbeat. We got so much positive feedback out there from the other runners,” says Olivia.

Despite an exhausting amount of RWC media coverage over the weekend, the idea was featured multiple times in headline TV news alongside the All Blacks’ remarkable victory and Sonny Bill’s golden act of kindness.

Les Mills Auckland and Britomart social media accounts kept track of the runners with the hashtag #RunTheFinal.

Case video