This year's theme was Fun Filter. Anything can be fun when looked at from the right perspective and SeaWheeze puts the "Fun Filter" on absolutely everything.
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We created a custom log book and sent it out to every participant, complete with a 98-day training regiment, daily progress logging, as well as motivational mantras and fun rest day activities to share on social.
We enlisted the help of local run legend Rob Smith (who also created our training guide), to do meditations made specifically for long distance runners.
We created Spotify playlists curated with pump-up tracks for training.
This year's medal was a literal fun filter. We wanted it to be highly instagrammable, as well as act as a tangible photo-filter if you held your camera up to the prism.
Many people come from abroad, and these limited-edition tees were the perfect keepsake.
Swag printed with this year's campaign line "It's all run and games".
We teamed up with Postmark Brewing to make a signature beer that celebrated Vancouver by poking fun at typical west coast behaviour. The beer was available for purchase across Vancouver as well as at Sunset Festival.
Every participant received a water bottle with a graphic representation of the course elevation. It also called out memorable landmarks that runners have come to know and love.
We partnered with Wiiv to make branded insoles available exclusively to SeaWheeze participants.
A teaser with an inside yogi-reference (they're all bird-related yoga poses), urged people to buy early-bird tickets for Sunset Festival.
Wild postings around Vancouver invited everyone in the city to join the party.
Climbable installations inspired by from this year's graphic territory made for fun, instagrammable moments.
Giant lululemon branded beach balls created a truly jaw-dropping moment, and reminded people that lululemon is at the core of the event.
Credits: Alyssa Free, Nikki Stephens, Dan O'Leary, Ant Hooper, Bev Turner, Veronica Stark, Tom Abbiss Smith.
