Marathumb Challenge | Saucony
New research from Saucony revealed the average adult scrolls the equivalent of three marathons a year on their phone – a distance of 78 miles.
Research commissioned by Saucony
Brief
Following the newly commissioned research, the brand called for an end to the doom scrolling and to beat the algorithm by moving your feet more than your feed.
It launched The Marathumb Challenge, a first-of-its-kind app to help users outpace their thumbs with physical steps.
A global brand campaign, Brandnation were tasked with localising the concept for a UK audience by creating a mini-documentary that explored our unhealthy relationship with our tech.
The content
Our over-reliance on our phones is ubiquitous – something that’s so easy to relate to. With this in mind, we wanted to create a short documentary that humanises the issue – and to investigate the power that running has on breaking the habit.
We partnered with the High Achievers Lab, a social enterprise in Brixton, South London committed to improving lives through fitness.
Focusing on four protagonists, we explored how they’re swapping dopamine for endorphins and how its positively impacted on their lives – challenging the viewer to reevaluate their own relationship with their phone.
