Campaign Spotlight

Campaign Spotlight: DISTANCE running store gets runners to break the law, actual pictures from speed cameras used for outdoor campaign

PARIS, FRANCE — Last Monday, a new law was put into practice in France limiting the speed limit for vehicles to just 30km/h (18 mp/h) within the city of Paris, putting the French capital to a standstill. What is perceived as really bad news for motorists and drivers is pretty good news for environmentalists … and those that want to push their own limits.

DISTANCE, a boutique running store, decided to take this new speed limit as a challenge. If drivers had to ride under 30km/h not to get fined, could runners actually go faster than them by foot? Let’s find out.


On August 31st, a group of runners ran through the streets of Paris at full speed with the sole intention of getting fined. And they managed to achieve this incredible feat. For just one night, they turned into Outlaw Runners and put speed cameras to work. Some of the runners involved were seasoned athletes, such as Lena Kandissounon, 800m champion, and Quentin Malriq, 1500m champion.

DISTANCE then used the actual speed cameras pictures for an outdoor guerrilla campaign. Posters were also displayed in the windows of the DISTANCE store and on social media. The campaign was conceived by ad agency BETC, along with production company SOLDAT FILMS.

Guillaume Pontier, co-founder of DISTANCE, comments: “This new law got everyone talking in Paris. We thought it was the perfect opportunity to showcase our store and our vision of running. We believe in a running that is urban, doesn’t obey old traditions, and uses modern codes.”

Stephane Xiberras, President and Executive Creative Director of BETC, adds: “We love how this campaign plays with the news. Normally in advertising, when you want to create a print campaign, you call a photographer. Here, for the first time, the photographer is a robot, and more accurately, a speed camera.”

And in preparation for the Paris Half-Marathon that is taking place this Sunday September 5th, DISTANCE will set up a speed camera in front of its store during the whole weekend to let anyone test its own speed. Do you have what it takes to become an Outlaw Runner? Only one way to find out.

Partner with adobo Magazine

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