Milk | 26.2 Every Women Sponsored

GALE | Assistant Producer & Post-producer

For the 2022 NYC Marathon we hacked the race but not by sponsoring the event but by sponsoring every woman running the race.

This year, Milk set out to sponsor every woman running the marathon in NYC. For every woman that joined #TeamMilk, we’d match their registration fee in a donation to Girls on the Run.

We started with unmissable invitations, targeted running routes, and leveraged key influencers. In the end, 3,543 women joined #TeamMilk and we raised $600,000 for the next generation of runners.

BEFORE

Our 26.2 drove sign-ups for out Team Milk Sponsorship. OOH advertising, including LinkScreens, wildposting, and a massive mural on Kent Avenue in Brooklyn.

We launched our campaign on social with an open casting call inviting all women marathoners to join #TeamMilk. The video featured real #TeamMilk runners and was capped off with our pledge to Girls on the Run.

DURING

We had by far the strongest presence at the Road Runners Expo at the Javits Center, recruiting over 3,500 new members of #TeamMilk for the New York Marathon.

We also recruited 100 people to cheer our team milk athletes at about the 20th mile, right where they needed the most.

AFTER

We devised a state-of-the-art recovery experience for Team Milk at the end of the Marathon. We supplied chocolate milk, massage therapy, snacks, fresh socks and blister pads, not to mention the chillest DJ around.

In this project, I assisted in the pre-production of the shoots, managed the post-production, assisted in the production of the Expo and coordinated with the cheer squad:

  • Assisted Executive Producer on day-to-day tasks such as talent, wardrobe and location specs.
  • Coordinated review meetings with internal and external stakeholders.
  • Worked with business affairs on talent contracts & negotiation.
  • Post-production on over 50 out of home boards (print and animated) spread around in the New York City with 3 creative rotations in 4 months.
  • Post-production on over 50 HTML5 (animated) & Static banners.
  • Post-production and edit of social video in varies sizes that included live action & animation.
  • Managed and coordinated the creative & print production of the Runner’s World editorial piece.
  • Coordinated day-to-day conversations with cheer square vendor and day of logistics.