Having worked on Nike's original Run London campaign in the early days at AKQA it was great to get the brief to reinvent it for a younger audience. The race had become a bit middle aged and corporate. Nike wanted to reconnect with London's youth.

The insight was to make running more like a gaming experience. Merging the real world with digital. 

We came up with the idea of using London and its postcodes as a framework for the game. Claim a postcode by running across it in the quickest time, then bag as many postcodes as you can.