Photographers Replaced By Speed Cameras In Running Store Campaign

What should you do if controversial 30km/h speed cameras are placed in and around your neighbourhood? Go on a run and try set them all off, that’s what you do!

Yes, when plans to restrict the speed limit around the streets of Paris to 30km/h were put in place, many news outlets spoke of the uproar this created. But running concept store, DISTANCE, saw an opportunity to turn this outrage into a PR story.

So, on the night of August 31, a small group including Léna Kandissounon (French champion in the 800m) and Quentin Malriq (French hopeful champion in the 1500m), took to the streets, running from speed camera to speed camera with the sole purpose of getting flashed.

These photos were then printed and fly-posted around the city as on across social media to raise awareness of the Paris store.

Of the campaign orchestrated by creative agency BETC Paris, DISTANCE co-founder Guillaume Pontier said:

“This new measure is causing a lot of talk in Paris. We thought it was a great opportunity to showcase the store and our concept of running. That is to say, uninhibited urban running that plays with more modern codes.”

Following the night run, the stunt was recreated outside the store post-Paris Half Marathon, giving competitors and members of the public the chance to set off the speed trap and get their face on the front of of DISTANCE poster.

No need for race photographers again, right?