Free for editorial use and archive. Audi timing cars in action. The INEOS 1:59 Challenge, Vienna, Austria. 12 October 2019. Photo: Joe Toth for The INEOS 1:59 Challenge
#NoHumanIsLimited Campaign
The Challenge
Eliud Kipchoge believed that he could break the sub-two-hour marathon barrier, a feat which many thought impossible. Through this remarkable challenge he wanted to show the world that No Human Is Limited and inspire people across the globe to believe the same. Eliud tasked us with bringing this message to life.
The Approach
We needed to spread Eliud’s message far and wide, building and engaging a global community to support and inspire him during the challenge and creating a legacy thereafter. We identified hero ambassadors that could support Eliud in the challenge and in his inspirational mission and use their inspirational #NoHumanIsLimited stories to engage a diversified audience with the challenge.
The Result
We recruited eight megastar Ambassadors including Chris Froome, Patrick Viera, Tanni Grey Thompson, Ben Ainslie, Hermann Maier, Abdi Nageeye, Elaine Wyllie and Robby Ketchell. We told their inspirational stories of breaking through barriers and achieving the remarkable. We built a global community of more nearly 850,000 followers, with #NoHumanIsLimited becoming 3rd top trending topic on twitter on the day of the challenge (behind two other INEOS 159 related hashtags). The idea that #NoHumanIsLimited has reach of more than 13billion on twitter alone with 215,000 #NoHumanIsLimited posts on twitter and 30,000 posts on Instagram.
Eliud Kipchoge said after the challenge that he was absolutely delighted by the way his No Human Is Limited mantra had been brought to life by the team and he was very grateful for all the hard work in sending his words around the globe.
