THE IDEA
There is one man of the moment – an endurance athlete – really making waves on social media for his monumental runs… the ultimate hardest geezer, Russ Cook.

We challenged endurance athlete Russ Cook aka The Hardest Geezer to become New Zealand’s hardest seeker, running the entire length of the country in an incredible ultramarathon.

Capturing content at every stage of his journey, we flooded social (and earned) media with breathtaking scenery, iconic tourist attraction and snapshots of Maori culture to showcase the variety of New Zealand through a cross-channel programme of owned, earned and paid.

THE RESULTS
• 534 pieces of coverage (and counting) including 36 pieces of broadcast and 23 nationals
• 95% of coverage featured New Zealand in the headline
• Over 1 million organic views and nearly 100K likes on Russ’s start line instagram post
• Total earned OTS to date: 446 million
• 95% of start line coverage included campaign imagery
• BBC article on launch day had over 400K views and was one of the lead stories on the homepage