There’s been a lot of talk in SA marketing circles about CSI campaigns – where the ‘S’ stands for ‘superficial’ or ‘sugarcoat’.

This is the second year we have worked with ad agency, Ebony + Ivory on the Continental #Run2Stop project. In short, it is a multi discipline endurance event with a couple teams of cyclists riding close to 140kms per day, for five days; runners completing a half to full marathon distance, daily; and two carloads of sportsmen completing challenges in rural communities such as Stop Hunger Now meal packing, jungle gym construction and wall painting to name a few.

From a brand level, every form of transport is related to Continental – the tyres on the cars being driven by the CSI team, the bicycle tyres, and even the Adidas running shoes have a special Continental tyre compound within the sole. Integration. Boom!

We love working on this event because it’s not like the participants visit a community, make a difference for one day and then disappear. For the Stop Hunger Now challenge – alone – 18,000 meals were packed to ensure a selection of tummies will be fed for an entire year.

Below is the highlights’ video from the entire week. Props to Motion City Films for bringing the magic from behind the lens / editing desks and Tyson Jopson for capturing these beautiful stills 

 

Watch all the daily videos here

Follow the Continental Facebook action here or keep up to speed with the brand on Twitter here

Props to everyone involved…

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