Jizerská 50

My Personal Race

Challenge

To elevate the brand experience and forge a deeper connection with both new and existing audiences.

Idea

We transformed the race’s communication strategy to focus on stories of human endeavor and resilience. By highlighting personal challenges and achievements, we created a campaign that invites engagement and fosters a sense of community. Each racer’s journey is featured across various platforms, celebrating both the legends and the everyday heroes of Jizerská 50. This narrative approach not only strengthens personal connections with the event but also amplifies its appeal through relatable and inspiring content.

Execution

Our innovative use of personalised posters allowed participants to become ambassadors of the Jizerská 50. By empowering racers to create and share their own race-time-based posters, we turned each participant into a storyteller and influencer. This strategy heightened the excitement around the race and drove social media interaction, expanding the race’s visibility and impact.

Our design philosophy was to embody the essence and heritage of the Jizerská 50 while injecting contemporary aesthetics that resonate with today’s audience. Drawing inspiration from the simple yet powerful imagery of ski tracks, we crafted a visual identity that is clean, modern, and versatile. This new look was seamlessly integrated across all touchpoints—from the dynamic typeface and racer apparel to the iconic medals and participant numbers, creating a cohesive and immersive brand experience.