The Mercurial Spirit

Brand Campaign

For this project, I was asked to create and manage a campaign around the dedicated runner who goes out for a run in the harshest of conditions for the British brand, Ronhill.

Woking alongside Summit Fever Media, a creative agency of highly talented people for the video assets and Hamish Frost for the still assets, the results did - as expected - not disappoint.

Having such beautiful creative assets to work with when it comes to narration, makes things so much easier. Combining the product name "Mercurial" alongside the meaning of the word, I brought these two factors together and explained it through the lens of the winter weather and the committed runner who is still going out for their training. Below is a poem I wrote for the Mercurial campaign alongside some notes.

"When winter comes, silence falls.
Temperatures lower, and a new scenery unfolds.

Green gets replaced by white.
Rain by snow.

Running through the seasons, is a challenge for us all.
Still, through harsh weather & the cold;
the Mercurial spirit runs on."

Mercurial
(adj.)
Changing suddenly and often.
The weather in winter can be very unpredictable, with mercurial swings, just like a tempo run. When most would stay in, we step out and conquer the hills, paths and roads. That's the Mercurial spirit.

"In a cold and snowy day, when animals hibernate and everything stands still, the runner seems to be the only life out there. Winter running is a different kind of training, it teaches us to keep showing up, when all we want to do is stay home."

Simply, one of my favourite campaigns yet.