This commercial came from identifying an opportunity and optimizing resources. When you are the biggest race in New York City hotel elevator and in-room screens (as well as on the broadcast coverage of the event) reach a lot of people. Constraints can offer strong foundations for ideas - in this case a limited budget and a compressed calendar - and that happened here.

ING created corporate sponsorship of premiere major marathons in the US, including presenting sponsorship of the New York City Marathon, with an aim at helping raise money and other support for public school physical education programs. Our utilization of the iconic orange laces allowed the aim of the organization to come to life in ways that hadn't been tapped before. The result was a jump in all the critical measures of awareness and contributions It's a happy spot that not only worked and won some notice - one of the participants in the NYC Marathon adopted into his teaching materials at a leading New York City arts institute as a demonstration of line art animation.

On a personal note, I enjoy running (although I'm much more of a 5k runner than a marathoner) and it's always fun to work on things you like to do.