THE CHALLENGE:

Strava is a fitness application built on the needs of cyclists and runners. Although avid cyclists are familiar with Strava, most runners are not familiar with Strava as a running app, and they still use more popular apps like Nike+ and Runkeeper. How do we convince serious, hardworking runners to use Strava?

 

THE SOLUTION:

We create a new difficulty scale—Easy, Medium, Strava
redefining Strava as a difficulty level that hardcore runners can strive for.
 

The predominantly ambient campaign visually conveys the intensity of the Strava scale. As users interact with the ambients and installations, they learn that Strava is for serious runners that want to challenge themselves.

 

Because with Strava, easy is overrated.