Context
Danish running brand SAYSKY wanted to celebrate their anniversary with a campaign rooted in positivity and community. Something that could resonate directly with runners in their everyday routines.Direction
We developed a simple behavioral idea: encourage runners to acknowledge each other through a smile, a wave or a high five.To bring it to life, we introduced a limited-edition running tee featuring a modified SAYSKY logo - SAYHI.
The shirt became both a campaign symbol and a wearable prompt for interaction.The idea was anchored in a film shot on the streets of Copenhagen, featuring real runners and capturing genuine moments of connection.
Impact
The campaign ran across social media and in-store screens, turning a simple idea into shared behavior.By lowering the barrier to participation, SAYHI became something people actively took part in reinforcing the brand’s community-driven identity.
For their anniversary, Danish cult running brand SAYSKY wanted to spread the best possible vibes. Together, we created a campaign that encouraged runners to acknowledge each other out on the streets — with a smile, a wave, or a high five.
