when conceiving what would become the cultural drop that became the unveiling of Rob It to Get It, we met what ultimately came out of it. the idea came of and existed for one simple reason: we were all fed up with how “ethics” was being advertised. 

for the launch of this campaign, customers had to rob an item from the DISTANCE Paris shop to indeed get it.

the first spark didn’t come from  responsibility, or morality. it came from the thrill.

Rob It To Get It isn’t about stealing. it’s about permission.

we created a moral loophole.                                                                            a playful crime that instantly converts guilt into suspense, chill and pleasure.

the twist was the uncomfortable that most usually avoid.

and we ran towards it. literally. 

all of that was built into the aura of our protagonist: the French Olympian sprinter, Mickael Zeze.

DISTANCE is a runner’s goodies and a top-selling sportswear shop. it is inspired by art, fashion and design but the core of the brand is running performance.                                                                                                  the guiding concept was to bring back sport into sportswear by stripping away the hype and fashion costume, and putting it back where it belongs:in action.

the idea was : 

If a runner managed to outrun Méba, the iconic security guard recently hired by the Paris store, and escape him, they were free to take whatever they could get their hands on. 

add it too a sprinkle of Banksy energy, stripped of poetry and built up on bureaucratic rebellion.                                                                                    we wanted it to look like something you’d find in a restricted area and think: “am i allowed to touch this?”  

that micro-hesitation is the moment the campaign lives in. 

since only 2 out of 76 runners managed to escape with DISTANCE rewards, i ask you: should we push the rawness even further?