I have heaps of respect for people who head out into the dark every morning in an effort to stay fit. I know it’s hard, because I fail at it most days. But this exhausting endeavour isn’t without it’s perks, you get to see a sunrise all to yourself or find a frosted tree hidden from the rest of the world. This is what we wanted to reward, not how far you can run before throwing up. What excited us was the prospect that we could change how people view their morning run. 

We invited real people to share their photography and inspire our poets and illustrators, who in turn added beautiful prose with bespoke typography. We launched with a film accompanied by social posts and the campaign culminated with a final film comprised entirely of the user generated content.