Spotlight On NW Creative: Carbs Are For Runners

Long distance racers like to load up on carbs before they run. Ergo, Brooks is feeding runners what they want and need–pasta.

Wexley School for Girls with help from Alexander Exhibits constructed a giant 20’ x 30’ pasta bowl shaped expo booth complete with a 15’ fork suspended above the booth that says, “Carb Happy. Run Happy.” on its front.

“Carbing up is such a huge thing before a race we decided to make it literally a huge thing,” says Ian Cohen, Chief Creative Officer at Wexley.

The Bothell, WA-based brand’s experiential pasta bowl appeared the Chicago Marathon earlier this month, and at the Scotiabank Toronto Waterfront Marathon over the weekend.

It will soon appear, and feed runners the paste they crave, at upcoming marathon expos throughout North America, including the St. Louis Rock ‘n’ Roll Marathon, The Running Event, and the Boston Marathon.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.