The Fort at Bonifacio Global City was jampacked, and it was not your usual payday Saturday night. A throng of nearly four thousand showed up in sweatshirts, shorts and sneakers and clogged the streets of Taguig’s favorite grounds to sweat it out for Kenny’s Open ’09: Urbanite Run—the first night time marathon.
A Bates 141 project, the event featured the usual 5k, 10k and 15k marathon. The Kenny Rogers- sponsored run intended to get people to advocate a healthy and active lifestyle. Bates 141 brought the campaign a notch higher, setting it apart from other such events.
“We wanted to do things differently. True to our office’s change philosophy, we believe that change happens when you look at things differently. So when we got the brief, we figured “what if we do it at night?” It worked for the F1 when they did a night race in Singapore. Suddenly, the mechanics changed. From merely being a sport…into a social event!,” revealed Joey Ong, Bates 141 executive creative director.
< width="321" height="213" src=" bates 141 kr marathon(1). " alt="" />
Its unique time of day, or in this case, night, added to the allure of Kenny’s Urbanite Run. As the first big evening marathon in the Philippines, runners from all walks of life signed up. Advertising industry people with their eye-rolling lifestyle—overtime, caffeine, nicotine and fastfood—were present. Some walked, some ran. Some went to network, some wanted to be seen. With bands, food and sweaty, sexy bods around, some just wanted to watch.
< width="321" height="213" src=" bates 141 KR band. " alt="" />
< width="321" height="213" alt="" src=" bates 141 kr crowd. " />
In the nature of ad men, of looking for challenges and setting goals, running provides the perfect alternative. “The feeling of getting closer and closer to the finish line resembles that minute of fame you get when you go up the stage to receive a metal in an award show. As soon as it’s over, you just want more. You forget all the hard work, all the training, the effort, blood, sweat and tears,” added Ong.
< width="321" height="213" src=" bates 141 kr ong, guerreros, martmiranda. " alt="" />
