Standard Chartered Singapore Marathon 2021 Launch Campaign,
Ironman
PROJECT LEAD / ART DIRECTOR | MASH BRANDS
THE CHALLENGE
The Standard Chartered Singapore Marathon is one of the most iconic mass participation sporting events in Asia, and the only World Athletics Gold Label race in the region.
After 2 years of lockdown amidst the pandemic, official word was given that the annual Standard Chartered Singapore Marathon was cleared to take place. With just 5 weeks to go, how could we come up with a creative campaign to (re) launch this iconic event? 

THE SOLUTION
For this project we worked hand in hand with the in-house team at IRONMAN Singapore to strategise, design and produce a digital campaign - from creative concept and competition mechanic to digital assets and pace setting video - to raise awareness about the event during a time of restricted travel and bring runners from around the world together via the Standard Chartered Singapore Marathon Virtual Club platform.
THE RESULTS
The Start Here, Finish Here digital media campaign generated over 178,000 click throughs and more than 14 million impressions through a combination of paid and organic social marketing.
THE TEAM
Agency: Mash Brands
Project Lead / Art Direction / Creative Support: Rich Akers
Creative Concept Director: Tom Fitzgerald
Video Editor: Valentin Gallone

TESTIMONIAL
“I love that this Mash Up constantly worked to push the envelope and not settle. Good is not enough, it needs to be great. And I appreciated that.”
Santoz Kumar 
GENERAL MANAGER: SINGAPORE + HEAD OF SALES: ASIA, THE IRONMAN GROUP
ACTIVATION MOCKUPS