On November 6, thousands of people participated in the New York City Marathon including a group of women running with Team Milk. The event was the culmination of GALE and MilkPEP’s 26.2 Campaign geared towards raising awareness of female-identifying runners, who are disproportionately underrepresented in sports coverage. With this goal in mind, as well as positioning milk in the performance beverage category, GALE focused on key physical and digital touchpoints.

Using a combination of 3D technology and out-of-home advertising across New York’s most popular running routes, the campaign issued an open casting call for Team Milk runners. In Times Square, Milk has transformed the digital NASDAQ board into an enormous glass of milk, while at Penn Station, the brand’s coach recruited women to join Team Milk. Through the Marathon Expo, Milk runners were invited to project themselves onto an interactive digital billboard.

Link to full Ad Age coverage can be found here.