The Best Work You May Never See: BETC Breaks The Speed Limit With Outlaw Runners For DISTANCE


Robert Goldrich
Sunday, Sep. 5, 2021


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Recently a new law was put into practice in France limiting the speed limit for vehicles to just 30km/h (18 mph) within the city of Paris, putting the French capital to a standstill. What is perceived as really bad news for motorists and drivers is pretty good news for environmentalists---and those who want to push their own limits.

DISTANCE, a boutique running store, decided to take this new speed limit as a challenge. If drivers had to ride under 30km/h not to get fined, could runners actually go faster than them by foot? Let’s find out.

On August 31, a group of runners ran through the streets of Paris at full speed with the sole intention of getting fined. And they managed to achieve this feat. For just one night, they turned into Outlaw Runners and put speed cameras to work. Some of the runners involved were seasoned athletes, such as Lena Kandissounon, 800m champion, and Quentin Malriq, 1500m champion.

DISTANCE then used the actual speed cameras pictures for an outdoor guerrilla campaign. Posters were also displayed in the windows of the DISTANCE store and on social media. This film outlines the “Outlaw Runners” campaign which was conceived by ad agency BETC in Paris, along with production company Soldat Films.

Stephane Xiberras, president and executive creative director of BETC, said, “We love how this campaign plays with the news. Normally in advertising, when you want to create a print campaign, you call a photographer. Here, for the first time, the photographer is a robot, and more accurately, a speed camera.”

And in preparation for the Paris Half-Marathon that is taking place on Sunday (9/5), DISTANCE will set up a speed camera in front of its store during the whole weekend to let people test their own speed. 


Client DISTANCE Guillaume Pontier, Lionel Jagorel, brand managers. Agency BETC Stephane Xiberras, executive creative director; Stephan Schwarz, creative director; Julien Verne, art director; Alexandre Girod, copywriter; Mathis Payet, assistant art director. Production Soldat Films Photographer Speed Camera MESTA 210C, photographer.

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